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🧠 AI, SkyNet, and How You Can Prepare For The Future of Content Creation

Hey there, 

Welcome back to the 29th edition of Brandish, 

Your guide to crafting an iconic brand. 

This week I wanted to talk about something that’s changing the way we approach content creation, 


You can probably guess - AI baby. 

The release of OpenAI’s Sora model this week really got me thinking about all the options available to brands and creators when it comes to the current state of AI, 

And how you can leverage it to build your brand. 

So without further ado, 

Get comfy,

Grab your Brez

And let’s dive in. 

Your Content Strategy Just Got A Steroid Shot

Most of us are already aware of the top players in the AI space, 

ChatGPT for content writing, 

DALL-E, for image creation, 

And so much more.

The introduction of AI in content creation has caused a MASSIVE shift in the culture of content as a whole, 

For better and for worse. 

While it’s still in its infancy, knowing how and when to implement AI into your content strategy is absolutely important. 

Let’s take content writing as an example. 

Using GPT-4 (if you’re the type to pay for a subscription) you can create your own AI assistant that’s catered to what YOU are writing about.

You give it all the information it needs & shape it to write in your style, voice, format, etc. 

It’s incredible. 

BUT, for the love of everything, 

Don’t automate your writing. 

It’s helpful, but not perfect. 

It can’t replicate human emotion like you can. 

Like most AI tools, use it as a RESOURCE, not a replacement. 

Here’s an example: 

This is Phrasee (not sponsored, just cool) 

Similar to ChatGPT but with more ‘brand focus’, this platform generates branded, consistent content - using machine learning and automation to test, iterate, and improve on your brand’s copy. 

They boast a 60x increased content output, 24% increased engagement, and can generate branded content in as little as 5 seconds. 

Pretty damn cool, but wait until you hear about Sora.

Sora: The Greatest (and Scariest) Advancement I’ve Seen Yet

Now here’s what we’re REALLY here to talk about: 

OpenAI’s Sora, a text to video AI model. 

Earlier this week, OpenAI dropped a bomb on the AI content creation space. 

It’s able to generate complex videos with multiple characters, angles, and movements, 


Absolutely insane. 

This is what AI videos looked like a year ago:


I know, I don’t like watching it either. 

But here’s a video that Sora made just the other day:

The difference is absolutely insane,

And they’re only a year apart.

From a personal standpoint, this is the greatest advance in technology that we have seen in a very long time. 

This just changed the world, and hopefully for the better. 

But it’s too soon to tell. 

If not regulated properly, this kind of tech can be very dangerous. 

Maybe not SkyNet dangerous (sorry Terminator fans) but ethically? 

It’s a gray area.  

Upcoming Trends and Ethical Concerns

Listen, you know as well as I do that while current developments are incredible, you always have to be in front of the upcoming trends. 

So what could be in store for AI in the next year?

Here’s what I think we’ll see:

  • Greatly improved language models

  • Even more in-depth AI personalization 

  • Increased integration in content platforms

  • Faster and faster advancement of AI capabilities

If you haven’t started already, I 100% recommend hopping on the AI train in some capacity. 

Become fluent in current developments and uses, 

Understand proper prompt engineering, implementation, 

And search for new angles that might benefit from the use of AI.

Especially with your branding and content creation. 

Even if you’re using it for menial tasks, It is useful. 

And it’s not going anywhere anytime soon. 

While talking about these impressive advancements in AI tech and how you can use them is great - we have to address the obvious ethical concerns. 

AI is becoming a VERY powerful tool, but without the proper safeguards this can quickly spiral into something that’s potentially out of control and dangerous. 

Take Sora - how will we ensure that personal privacy isn’t totally thrown out the window? 

If you can create anything from it, what’s going to stop someone from generating a fake video to harm someone else?

Or to defame someone’s character? 

These are the questions we need to be asking - and we all need to be very careful to make sure that this doesn’t develop into that nightmare scenario.  

That’s a Wrap

All said and done, AI is an incredible tool. 

We’re entering the next tech revolution, and while there are some important concerns…

You have to admit that it’s a little exciting. 

Now that you’ve read this, I want to give you a challenge for this next week. 

Start to develop a deeper understanding of the possibilities of AI in your content strategy,

Learn about the different tools available to you, 

And start with a small project to give it a test run. 

Regardless of whether you decide to continue to use AI or not after this challenge, I think you’ll be impressed by what it’s truly capable of. 

On that note, 

Enjoy the rest of your weekend, and I’ll see you next time!