Why AI makes a weak brand weaker

Every small business now has the same superpower. ChatGPT can write your ads, emails and posts in seconds. So can your competitor's.

That's the problem. AI writes from the average of everything it has read. Ask it for a plumber's tagline and you'll get "reliable, local, trusted", the same words your whole street already uses.

AI doesn't create a position. It amplifies whatever you give it. Feed it a clear, specific idea and it spreads that idea everywhere. Feed it nothing and it fills the gap with clichés, at scale.

So the order matters. Decide what only you can say first. Then let the tools make it louder.