From the Loom #2: Human Made - AI & Marketing
From the Loom is WVN's ongoing series on brand, integrated marketing and storytelling amid the convergence of sport, fashion and culture.
What becomes premium when content becomes infinite?
The subject of AI, slop and connecting with consumers in 2026 was the hot topic at my last lecture to students at Loughborough University.
→ 71% of US marketers say trust should now be the top priority.
→According to WARC, LLMs are becoming the 'digital bartender' - deciding what brands consumers even get to discover.
→ Social media peaked in 2022. Attention is fragmenting faster than budgets can follow. Being everywhere is not a strategy - something I learnt from my time at Nike.
→ The goal remains to inspire the human imagination.
AI is a capability, not a strategy. The brands that remember this will be positioned to win.
The ones that forget it will produce more content that fewer people care about.
