09/08/2026
We've seen lots of controversy around the use of AI to generate brand assets, but is the tech also causing a detrimental impact before the branding process even begins?
Daniel Hinde, founder of London agency Greatergood Brands, says he's seen a surge in AI-written briefs from potential clients. The problem, he says, is that these impersonal, standardised pitches are often wildly over egged, asking for work that a small startup doesn't need and can't afford.
Agencies that used to be prepared to take a risk on a small company with an interesting idea are now replying with their usual corporate pricing – if they reply at all.