Brand Perspectives 2026: AI makes creative teams "more efficient" while everyone works twice as hard
petesena · x · 2026-10-30
MikeTeevee's Brand Perspectives 2026 insight report draws on in-depth interviews with in-house creative and marketing leaders at global brands including DoorDash, Intuit, Verizon, and O2.
Its central argument: the homogenization of output, threats to jobs, and cheapening of craft blamed on AI are not really technology problems—technology is merely revealing deeper process and decision-making issues. The recommended workflow: generate a lot, filter hard, then back one idea with conviction. Intuit CMO Thomas Ranese admits that while everyone says AI makes them more efficient, people are working twice as hard as ever; MikeTeevee founder Ellen Utrecht stresses that speed and volume cannot replace taste, judgment, or the confidence to make a choice.
The poster's takeaway tip: before generating anything, write down the one test every option must pass—and name the person who makes the final call.
Related event: Report: AI Leaves Brand Creative Teams Busier, Not Better—30 Ads at a Time(4 posts)→
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