Author: Sam Bradley

Search & Affiliate Marketing Strategist since 1993

Marketing strategists search for a solution to AI’s all-too predictable outputs

Surprisingly early in the era of AI’s influence on the creative process, a problem is arising: sameness and homogeneity. Besides not using AI to help, are there other workarounds?

Marketing strategists are now habitual users of generative AI. But as tools like ChatGPT and Claude embed deeper into the work of agency execs and freelancers, more strategy practitioners are finding that the predictability of their responses is putting a lid on productivity gains.

And as they search for a workaround or architectural solution to the so-called “sameness trap”, ad execs are confronting questions over how they add value for clients, as well as how much they take — and expect — from AI tools, and who gets credit for originality. 

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How The Financial Times is betting on personality-led vodcasts as its next subscription lever

The Financial Times is rolling out “The Story of Money,” a history‑of‑finance series produced natively as a vodcast on YouTube and a podcast on major audio platforms. By pairing star journalists with a narrow, subject‑specific franchise and a standalone YouTube channel, the publisher plans to deepen parasocial relationships off‑platform and turn market‑curious history buffs into future FT subscribers.

The series (sponsored by Nuveen) marks the opening move in a slower, more deliberate push into multi-platform, personality-led vodcasts that sit on dedicated channels, run across video and audio, and act as off-platform feeders into the FT ecosystem, according to the FT’s head of digital strategy Veronica Kan-Dapaah.

Previous FT podcasts have appeared in video form on YouTube, but typically as limited series folded into the main FT feed. This is the first time the publisher has treated a show as a distinct, multi‑platform brand in its own right, with a long‑term video and audio strategy built in from the outset. 

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