Why Brands Need to Think Like Storytellers in the Age of AI

Brands are facing a big challenge today. AI is making content creation super easy and cheap. This means there's so much content out there that it's hard to stand out. The old way of doing things—buying ads and hoping people notice—isn't working as well anymore. Some companies, like Gap, are realizing this. They're not just focusing on ads. Instead, they're creating their own entertainment and content. This isn't just about making a few videos or shows. It's about building a whole world that people want to be a part of. AI has changed the game. It's made content so easy to produce that it's almost worthless. The real value now is in creating something that people want to come back to again and again. This is what's called a "field. " A field is like a world that people can explore and feel like they belong to. It's not just about getting someone's attention for a few seconds. It's about making them feel like they're part of something bigger.Brands are starting to understand this. They're creating their own studios and hiring creators not just to make ads, but to build whole worlds. This is a big shift. It's not just about selling products anymore. It's about creating experiences that people want to be a part of. But there's a risk here. If brands try to control everything too much, they might end up making something that feels fake or forced. People can tell when something is just trying to sell them something. That's why it's important for brands to be careful. They need to create something that feels real and authentic. Some brands, like LEGO, have done this well. They've created a whole world that people can be a part of. They've made movies, games, and shows that feel like they're part of the same universe. This has made people feel more connected to the brand and has made them more likely to buy LEGO products. But it's not just about making content. It's about creating a world that people want to be a part of. This is what brands need to focus on in the age of AI. They need to think like storytellers, not just like sellers.