Finance

In a world increasingly shaped by artificial intelligence, where content creation is becoming effortless and ubiquitous, the challenge for brands lies in preserving their unique identity and avoiding the trap of generic, mass-produced output. The ease of generating products, campaigns, and digital experiences through AI risks a loss of creative distinctiveness, leading to what some observers term "AI slop." This shift also exacerbates an existing industry trend seen during economic downturns: a retreat to safe, predictable strategies that offer minimal creative risk. In this landscape of infinite content, the nuanced concept of 'taste' emerges as a vital mechanism for both filtering and distinguishing brands.

Navigating the AI Landscape: Redefining Taste and Brand Identity

In the past, the creation of anything, from luxury goods to comprehensive brand universes, demanded considerable investment of both time and capital. These inherent limitations naturally created barriers to entry and necessitated meticulous refinement of creative approaches, compelling brands to forge a truly unique perspective. However, the advent of AI has irrevocably altered this paradigm.

Tony Wang, founder of the Office of Applied Strategy (OAS), a prominent think tank and consulting firm collaborating with luxury giants like Prada, Chanel, and Cartier, observes that standing out was considerably simpler before the widespread adoption of AI. He emphasizes that today, both internal and external competitive pressures are significantly amplified. The core question for brands now becomes: What do they genuinely aspire to be, especially when AI possesses the capability to emulate their style or even replicate their business models? Paul Graham, co-founder of Y Combinator, echoed this sentiment, suggesting that in the AI era, taste will gain even greater importance, as the ultimate differentiator will be the deliberate choices brands make when anyone can create anything.

Traditionally, brand taste has been communicated through a rich tapestry of heritage and the consistent application of established house codes, frequently reinterpreted by creative directors delving into archives to contextualize these elements for contemporary audiences. While these markers continue to hold significance, they are complicated by the effortless generation of similar-looking content by AI, often devoid of genuine context or an understanding of the underlying meaning of these references. Therefore, expressing taste in the modern era involves a three-pronged approach: the conscious decisions a brand makes about what to create as possibilities expand limitlessly; the inherent uniqueness and quality of these choices; and their profound alignment with the brand's core values and overarching worldview.

As AI integration becomes pervasive and creative barriers continue to diminish, the central question revolves around defining and manifesting good taste within this evolving landscape. Isabella Burley, founder of Climax Books and former CMO of Acne Studios, defines taste as an individual's unique perspective and the intricate world constructed around it, emphasizing its deeply personal nature, honed over decades of references and meticulous research. Wang adds that taste operates on two levels: a foundational cultural knowledge base, cultivated through exposure and research, and the crucial ability to act upon that knowledge. For him, taste embodies conviction, serving as a comprehensive descriptor for judgment, discernment, and context – encompassing not only what one knows but, more importantly, how that knowledge is effectively applied.

AI is rapidly democratizing the knowledge acquisition aspect of taste, rendering much of the knowledge-based economy potentially obsolete or significantly reducing the cost of accessing information. What remains critically valuable is the judicious application of that knowledge. Wang asserts that a key element of taste extends beyond merely knowing designers or references; it lies in the skillful curation and deployment of this knowledge, which ultimately gives rise to the expression of taste. The conviction layer, where AI cannot replicate human judgment, is where true distinction emerges. While AI can predict the likelihood of a good idea, it cannot instill the conviction required to decisively commit to a particular direction.

This critical distinction becomes evident in how brands approach curation. While AI is transforming retail through accelerated trend analysis, driving ultra-fast fashion models like Shein to respond algorithmically to real-time consumer data and rapidly produce vast quantities of products, other brands adopt a contrasting approach. For instance, luxury American beauty retailer Violet Grey embodies disciplined restraint, selecting only a few exceptional items from each brand after rigorous vetting by external experts. Sherif Guirgis, CEO of Violet Grey, highlights their strict adherence to product efficacy, where at least 80% of a committee of aestheticians, dermatologists, makeup artists, and hair professionals must deem a product exceptional before it joins their curated selection. He emphasizes that maintaining their high standards, even at the cost of potential short-term revenue, is central to their brand's appeal and the ritualistic loyalty of their customers.

This discerning approach, prioritizing careful selection over endless maximization, underscores the power of saying no. Wang explains that if taste is conviction, it demands the capacity to dissent and stand by one's choices. AI, especially consumer-facing models, is fundamentally designed to validate and fulfill prompts, simulating disagreement but ultimately built to comply. It cannot genuinely push back or take a firm stance. Burley concurs, noting that many readily accept AI's suggestions rather than cultivating critical thinking to evaluate their own preferences. She advises engaging with diverse sources of information, beyond digital platforms, such as libraries, to foster a broader perspective.

Developing taste often entails defying conventional wisdom, a concept that runs counter to how AI systems, particularly large language models (LLMs), operate. These systems are probability engines, trained to produce the most likely and coherent responses. In a brand context, this typically results in safe, commercially viable work that rarely achieves true distinctiveness. Wang asserts that taste manifests when a brand resists market dynamics. AI, by its nature, optimizes for business decisions that maximize value. However, merely conforming to market trends does not constitute an expression of taste; it is simply following the path of least resistance.

Truly exceptional brands often take counter-intuitive paths, making decisions that, in the short term, may appear to deviate from pure commercial logic. Wang cites indie production studio A24 as a prime example. Their commitment to supporting directors, deep investment in storytelling, and strong brand identity have cultivated long-term value, even if their choices—such as backing unconventional, high-risk films like 'Everything Everywhere All at Once'—don't always align with immediate revenue optimization. This film, a genre-defying blend of sci-fi and an Asian-American family drama, defied expectations to win multiple Academy Awards and become A24's first film to gross over $100 million at the box office.

A willingness to embrace risk is paramount. Pursuing unexpected directions inherently carries a higher likelihood of failure, a move that AI is generally disincentivized to make. For brands, this willingness to take risks provides an opportunity for their unique taste to become visible. At Acne Studios, this was exemplified by deliberately venturing beyond their usual casting choices. Instead of selecting someone inherently aligned with their core audience, the team opted for an unexpected figure for their Fall/Winter 2023 campaign.

Isabella Burley recounts the decision to cast Kylie Jenner for Acne Studios, captured in oiled, raw denim, as an effort to integrate someone from outside their typical sphere and transform her into an 'Acne Studios girl.' Despite Jenner's celebrity status, which typically diverges from the Swedish brand's low-key, anti-celebrity casting tradition, the denim and the photographic aesthetic by Carlijn Jacobs ensured the campaign felt authentically on-brand. Burley emphasizes that brands can generate surprise by trusting that their distinct taste is more potent than individual talent or initial misalignments, making it 'on-brand' through their unique approach. Cultivating and showcasing taste also necessitates extensive research and a profound understanding of what makes a brand singular. At Climax Books, Burley's team has collaborated with individuals who align perfectly with their aesthetic, such as musician Dev Hynes and photographer Petra Collins. However, their collaboration with American rapper Jack Harlow, initially seemingly incongruous, revealed a deeper connection through his avid reading habits. Introducing an external figure into a brand's world in an authentic manner creates surprising and captivating outcomes, prompting deeper engagement from audiences.

Building a robust brand ecosystem requires taste to transcend mere aesthetics, anchoring itself in a fundamental set of values that extend beyond immediate commercial gain. Many brands, however, find themselves under considerable pressure in this regard. Amidst a broader economic slowdown, escalating prices, and a perceived creative stagnation, consumers are increasingly scrutinizing the true value proposition of their purchases. Wang contends that redefining value is crucial for brands moving forward. At OAS, they constantly investigate the multifaceted meaning of value, aiming to break free from traditional capitalist constructs that solely equate value with scale or incremental growth. Their approach helps companies reframe the question: What truly matters to us? How can we transcend conventional Key Performance Indicators (KPIs) and construct new frameworks for value creation? For example, when Wang collaborated with Ariana Grande's makeup brand R.e.m in January 2021, his objective was to develop a more substantial narrative and point of view, moving beyond reliance on celebrity aspiration. The resulting brand ethos centered on the "power of dreaming with imagination," crafting messaging around exploring new worlds and embracing new identities, drawing inspiration from the metaverse not as a literal technology but as a conceptual framework for fluid digital and physical identities. This perspective profoundly influenced R.e.m's campaign imagery and product marketing.

In this context, taste becomes a mirror reflecting a brand's core beliefs – encompassing everything from sustainability credentials and meticulous craftsmanship to groundbreaking innovation – rather than just its products. Creative strategist Juliana Salazar, who has worked with notable brands like Ganni, Aimé Leon Dore, Asics, and Tiffany's, emphasizes the necessity of absolute clarity regarding a brand's values, target audience, and the importance of hiring individuals who share that ethos. This represents a long-term strategic investment, often prioritizing legacy and enduring credibility over immediate commercial gains. She cautions against succumbing to the allure of fleeting virality or blindly imitating others' successes, as what works for one brand may not be suitable for another.

Ultimately, taste today transcends a simple aesthetic marker; it serves as a robust framework for making informed decisions amidst an abundance of possibilities. As AI reduces production costs and dismantles barriers to creating campaigns and entire brand worlds, taste can no longer be conveyed solely through visual identity. Instead, genuine taste manifests through deliberate restraint and discerning judgment.

The Enduring Power of Conviction in a World of AI Replication

In an era where artificial intelligence can easily replicate styles and business models, the human elements of conviction, critical thinking, and the courage to make unconventional choices become paramount. Brands that prioritize genuine taste over purely commercial optimization not only stand out but also build a deeper, more meaningful connection with their audience. The examples of Violet Grey's meticulous curation and A24's bold cinematic ventures demonstrate that in a landscape of infinite creation, strategic restraint and an unwavering commitment to core values are the true hallmarks of distinction. As creators and consumers, we are challenged to cultivate our own discernment, engage deeply with content, and champion the brands that dare to be different, reminding us that true artistry lies not just in what is made, but in the thoughtful and courageous choices behind its making.