Calculated risks or pure ego? The sudden abandonment of the Twitter brand with an estimated $4 billion brand value according to brand valuation consulting firm Brand Finance or $15 billion to $20 billion by Vanderbilt University is somewhat bewildering for many in the branding industry. According to Allen Adamson, co-founder of the marketing and brand consulting group Metaforce, it’s “completely irrational from a business and brand point of view,” and “To me, it’s going to go down in history as one of the fastest unwinding of a business and brand ever.” (Source: Quote is from an Article from Time ). The obvious question is whether this move would alienate Twitter’s loyal users and drive them and advertisers even further away. Or is Musk convinced that people will get over their initial disappointments and their habits would compel them to continue using X in spite of their unhappiness with the brand change. And along with the rebranding and new capabilities that X will be offering, they would help him capture younger, newer users.

Let’s be very open about this. While I am open to exploring the new possibilities Generative AI bring, I am also concerned about the negative consequences it may or have already resulted in. First off, the automation and productivity would result in a drastic reduction in the need for creative professionals in the creative industry. Effects that would taken us days to create can now be achieved in hours. Adaptation and transcreation of creative assets can now be automated easily. As an agency, we have seen executional level type of work evaporated in the past few years. Many large companies with regional offices have started adopting AI-driven technology that automates these processes and have taken these tasks inhouse replacing the agencies they used to rely on. These baseline work may not be the profit driver for agencies but they remain critical in covering the daily operational costs of the agency. In the longer run, it rids the lower level type of creative work, meaning to say roles such as junior designer, FA artists, etc. may become redundant. But many Creative Directors and Art Directors today began their training in these very humble roles. Agencies face the immense pressure to upskill, integrate these technologies into their creative offerings or face extinction.