As AI makes content creation more accessible, taste is becoming a crucial differentiator for brands, pushing them to refine their creative identity to stand out in a crowded market.
AI's Impact on Content Creation
AI's ability to generate content cheaply and quickly is leading to a rise in sameness, often termed "AI slop." This trend mirrors the luxury slowdown, where brands leaned toward safe, repeatable products. Tony Wang, founder of Office of Applied Strategy, notes, “It was easier to stand out pre-AI. Now, the competitive pressure — both internal and external — is much higher.”
Taste as a Differentiator
In today's market, taste is essential for distinguishing a brand. Y Combinator co-founder Paul Graham stated, “When anyone can make anything, the big differentiator is what you choose to make.” Taste involves what a brand selects, the uniqueness and quality of these choices, and their alignment with the brand’s values.
The Role of Curation
Violet Grey exemplifies taste through its curated product selection, focusing on standout items like Dr. Barbara Sturm’s Hyaluronic Serum. CEO Sherif Guirgis says, “We’re rigorous about that. There are ways the brand could make more money if we compromised, but then what do we really have?”
Brands like Violet Grey maintain exclusivity by curating products, while companies like Shein use AI for trend analysis and rapid production. This contrast highlights taste as a strategic choice rather than a purely commercial one.
Going Beyond Commercial Logic
Taste is also about making bold choices that defy market trends. Indie studio A24, for example, invested in unconventional films like Everything Everywhere All at Once, which became a box office hit. Tony Wang points out, “Taste is when a brand resists market dynamics.”
Building a Brand’s World Through Values
Brands need to anchor their identity in values beyond aesthetics. Creative strategist Juliana Salazar emphasizes hiring those who share the brand’s ethos, focusing on long-term credibility over short-term gains. “It’s very easy to get swept up in virality,” she warns. Brands like R.e.m. reframe their narratives to connect with audiences on a deeper level.
Ultimately, in an era where AI reduces production costs, taste is a framework for decision-making. It manifests through discernment and a commitment to values, ensuring brands remain distinctive and relevant.
Source: https://www.vogue.com/article/do-you-have-good-taste-its-more-important-than-ever
