The recessionary mindset we see in society and the marketplace is a significant reset of aspirations and expectations, but it is not the explanation for everything.
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Walker Smith, Author at Branding Strategy Insider
AI has put an end to emotions in marketing, we are told. Just look at what LLMs rely on in making brand recommendations. It’s all about facts. Not about emotions.
When it comes to AI and jobs, Boston University law professor James Bessen defined the terms of the debate in a 2015 paper published by the International Monetary Fund (IMF).
Bain publishes a good analysis every year of so-called insurgent brands in the U.S. FMCG (fast-moving consumer goods) market. For the past few years, these small brands have captured a disproportionate share of annual growth. This year’s analysis reports that in 2025 insurgent brands accounted for 36% of aggregate growth across all FMCG categories, which seems pretty impressive given that they comprise an aggregate share of less than 2%.
Consumers are using AI as a brand hack. Which says as much about consumers as AI. None of which is good for brands absent significant innovation.