In May, we sat down with a group of senior marketing leaders for a private breakfast at the National Gallery. No slides or pitches, just an honest conversation about what is actually happening inside their organisations as AI rewrites the rules of campaign production.
The question we put to the room was simple: brands can now produce thousands of assets a month. So when volume triples, what has to change in how you govern, approve, and maintain quality before your brand starts to drift?
The answers were more complicated than most people want to admit.
We heard about approval bottlenecks that haven't moved despite investment in new tools.
About brand consistency eroding not through a single mistake but through thousands of small, individually defensible decisions.
About agency contracts that have quietly become a structural barrier to AI adoption.
About the gap between short-term performance signals and what is quietly happening to brand equity underneath.
The conversation resulted in ten distinct themes, most of which remain unsolved across the industry. We have written them up with a practical response to each.
If you are a senior marketer managing AI-driven content across a number of markets, it is worth a read.
Kevin Freedman, Founder & CEO, Freedman