There is a key challenge facing marketing teams today: generative artificial intelligence (AI) is producing content that looks and feels increasingly alike.
Although tools such as Sora gained rapid attention for their creative potential, the novelty quickly fades — because many outputs converge toward the average.
What’s Behind the Sameness?
Generative AI systems are designed to minimise error relative to their training data — effectively producing content that aligns close to the mean of human‑generated examples.
The result: text, images and videos that exhibit uniform traits — even across different prompts and formats.
Furthermore, the article highlights how the phenomenon plays out visually: early excitement around certain styles (for example, the “Studio Ghibli effect” in AI‑art) quickly becomes formulaic, as the popular prompt or aesthetic dominates and duplication proliferates.
Implications for Marketing and Omnichannel Strategy
For marketers operating in an omnichannel environment, this trend raises strategic concerns. If AI‑generated content loses distinctiveness, then brand storytelling, differentiation and consumer engagement may suffer.
The very tools designed to increase efficiency and scale could erode uniqueness and authenticity — two assets that matter deeply in retail, brand building and customer experience.
Moving From Competence to Creativity
While generative AI has achieved impressive competence — in text generation (e.g., ChatGPT) and imagery — achieving creativity, diversity, and surprise is a more difficult next step.
For marketing leaders, the challenge becomes: how do you leverage AI’s scalability while preserving brand tone, personality and differentiation across channels?
