Instagram will soon run ads fully automatically. AI generates creatives, claims, and conversion-optimized copy at the push of a button. ChatGPT now writes entire websites—faster and cheaper than any copywriter. Sounds like progress, but it’s a dangerous game.

When everyone uses the same tools, follows the same formats, and optimizes for the same KPIs, what’s left is: sameness.

This talk is a wake-up call for brands and marketers who refuse to drown in mediocrity. It shows how AI doesn’t have to be a threat, but can become a lever for real differentiation. How technology doesn’t replace creativity—it amplifies it. Provided, of course, there's something worth amplifying.