When AI Takes Away the Trust of Brands

Trust is the black gold of brands. Decades spent building it, grain by grain, campaign by campaign. Quality products, mastered communication, authenticity. A house of cards that AI can knock down in two clicks. Why? Because we now trust a machine more than centuries of marketing know-how. AI doesn’t lie, it doesn’t sell, it advises. At least, that’s what we believe. And this naive belief radically reshuffles the cards of the advertising game.

The Programmed Death of Critical Thinking

Before, brands made us think. React. They spoke to our brains, our guts, our desires. Advertising created debate, emotion, choice. Today? We delegate. "ChatGPT, find me the best car." The art of persuasion is over. AI decides, we pay. This widespread intellectual laziness turns consumers into zombies of automated recommendations. A dangerous regression that threatens the very essence of the advertising profession.

Walmart-OpenAI: The Dystopian Future is Arriving

The Walmart-ChatGPT partnership is not an innovation; it's a silent revolution. AI now does your shopping, analyzes your needs, decides your purchases. You are nothing more than a walking wallet, stripped of any decision-making power. OpenAI is not looking to serve you but to know you better to control you more effectively. Every conversation feeds an algorithm that will ultimately choose your toothpaste, your insurance, your lifestyle. Personalization pushed to the extreme becomes surveillance and manipulation.

Brands in the Algorithm's Blind Spot

In this new ecosystem, where are the brands hiding? Behind the dark screen of AI, invisible, interchangeable. The algorithm has no feelings: it optimizes, compares, decides. Goodbye brand image, story, emotion. Only price, specs, and availability matter. Brands become commodities in a giant catalog managed by AI. Their only chance of survival? To be seen favorably by the algorithm. A total reversal of the power dynamics that existed with the consumer.

Advertising Creation Faced with a Wall

What place is there for creativity when AI short-circuits advertising exposure? What good is a brilliant campaign if it never reaches its target, filtered by the algorithm? Creatives must rethink their art: no longer seduce the consumer, but convince the AI. Optimize for the algorithm rather than for humans. An existential challenge that questions the very survival of traditional advertising creation. Is advertising becoming a dead art?

The Urgency to Reclaim Control

This revolution is not for tomorrow; it is happening now. Agencies that ignore it will seal their own doom. We must reinvent our profession: create for AI while preserving humanity, play with algorithms without losing our soul. Friction generates meaning, let’s remember that. Our role? To create this salvific friction between AI and the consumer. To awaken the dormant critical spirit. To bring back emotion where the cold logic of machines reigns.