Platforms’ AI dilemma: scale without sameness

Nearly every big platform at Cannes Lions said AI makes creativity faster. Some of them quietly acknowledged that might be the problem.

As advertisers use the same AI tools to make ads at scale, platforms are seeing a new risk: automated content can begin to look and feel the same, destroying the authenticity that makes them so intrinsic to people’s lives and therefore important to advertisers’ investment plans. 

Snap, Meta and Reddit talked about the same fear from different angles. While they’re all investing in AI-powered creative tools, execs agreed those tools should only scale their efforts, not replace the very authenticity that makes the platforms’ inventory valuable.

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Nike versus Adidas: Who’s spending more in race to claim the World Cup crown?

The World Cup’s quarter final stage is set to bring the sport’s big rivalries into sharp relief.  France versus Morocco. Norway’s Erling Haaland versus England’s Dan Burn. And, of course, Nike versus Adidas.

The former’s second-quarter earnings, posted at the beginning of the week, contained some clues that the American apparel-maker is enjoying a FIFA dividend despite not sponsoring the competition. 

According to Nike CEO Elliot Hill, the company has sold 2.5 times the number of kits it moved during the 2022 tournament. “The World Cup is always a moment to prove ourselves. It’s one of the toughest battlegrounds in sport, and we’re coming with our best,” he said.

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