Creative Boom’s Tom May interviews Max Ottignon of Ragged Edge about the hype surrounding AI in branding. Ottignon argues that many designers and agencies exaggerate their use of AI to satisfy investors, while in reality, AI often slows down creative work. He outlines how Ragged Edge integrates AI thoughtfully to enhance creativity rather than efficiency, emphasizing the enduring importance of distinctiveness and craft in branding.
Liz Gorny’s opinion piece explores how Anthropic and OpenAI are using major advertising campaigns to position their chatbots, Claude and ChatGPT, as culturally resonant brands akin to Apple. The article compares the creative strategies behind the campaigns by Mother and Isle of Any, highlighting their emotional storytelling, human-centred tone, and visual warmth. It also discusses the broader race among AI companies to balance speed, trust, and cultural connection in their branding.
