The internet is having a credibility problem.
From AI-generated voices and psychological-thriller timelines to luxury fashion selling rebellion as a status symbol, this week's stories all orbit the same damn question:
How do you spot what's real when everything is designed to look convincing? Read up below and catch up!!
- abdel khalil, brand & marketing executive
THIS WEEK’S DEEP DIVES
AI can copy your tone, but not your lived experience. The result is content that sounds polished, yet strangely hollow. As more people outsource their voice to AI, the brands and creators worth paying attention to will be the ones that still sound unmistakably human…[read more]
Paris Fashion Week's most talked-about collection looked like a takedown of the ultra-rich. The catch? The ultra-rich are the ones buying it. When rebellion becomes a luxury product, the line between critique and commerce gets very blurry…[read more]
Meta's crackdown on repost pages is being framed as a win for original creators. But in the process, it may be sidelining the tastemakers and archivists who help people discover culture in the first place…[read more]
The so-called "divorce economy" is the latest example of marketers turning deeply human experiences into neat market categories. The question is whether that creates better products, or just more distance from the people we're meant to serve…[read more]
As audiences grow tired of dashboards, optimisation, and endless metrics, brands are rediscovering intuition, symbolism, and storytelling. But where's the line between meaningful insight and modern-day superstition?…[read more]
Deepfakes, AI voice clones, staged drama, rage bait. The internet is becoming harder to trust by the day. In a world where everything feels engineered, media literacy might be the most valuable skill you can have…[read more]
Not going viral yet?
We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.