Brand Runner

AI is making execution dramatically cheaper. That changes what makes someone valuable.

In this episode, I explore the difference between productivity and agency: the ability to decide what should happen next, act with incomplete information, and take responsibility for the outcome.

We get into:

• Why AI compresses time, skill, capability, and organizational effort
• Why doing the wrong thing 10x faster is still waste
• How AI is narrowing some skill gaps and expanding what individuals can execute
• Why judgment and direction become more important as output gets easier
• The productivity trap of generating endless plausible, unnecessary work
• Why high agency also means knowing when to stop, kill a project, or ignore the trend

Generative AI and professional writing
ChatGPT reduced completion time by 40% and increased output quality by 18% in an MIT study of professional writing tasks.

Generative AI in customer support
AI assistance increased productivity by 14% overall and by 34% among novice and lower-skilled workers.

AI task-completion horizon
METR research finds that the length of software tasks frontier AI agents can complete with 50% reliability has historically doubled roughly every seven months.

Personal initiative and agency
A randomized trial in Togo found personal initiative training increased small-business profits by 30%, versus a statistically insignificant 11% from traditional business training.

00:00 Why agency matters more when execution gets cheaper
01:49 What agency actually means
03:08 The four kinds of AI compression
04:50 The expanding AI task horizon
05:56 Productivity vs. agency
07:02 The AI productivity trap
07:55 Can agency be trained?
09:21 Restraint as a form of agency
10:20 End

“Productivity improves the speed of the vehicle. Agency chooses where the vehicle goes.”

“As AI makes action cheaper, restraint becomes more valuable too.”

Noy & Zhang — Experimental evidence on the productivity effects of generative AI (Science)

Brynjolfsson, Li & Raymond — Generative AI at Work (NBER)

METR — Task-Completion Time Horizons of Frontier AI Models

Campos et al. — Personal initiative training in Togo (Science/PubMed)

Brand Runner is for creative leaders and operators who want sharper thinking on creative productivity, creative operations, AI-enabled workflows, and the systems behind better marketing work.

Subscribe: https://brandrunner.substack.com/
LinkedIn: https://www.linkedin.com/in/fabien-hameline/
Work: https://fabienhameline.com/

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Summary

In this engaging interview, Farid Ismail shares his multifaceted artistic journey, explores the impact of AI on filmmaking and art, and discusses the future of creativity in the age of technology. Discover insights on how AI supports and challenges creators, the importance of maintaining human authenticity, and the evolving landscape of cinema and digital art.

To subscribe to the Substack here - https://brandrunner.substack.com/

Keywords

AI in filmmaking, digital art, artistic journey, creativity, future of cinema, AI ethics, artistic authenticity

Key topics

AI's impact on filmmaking and art

Maintaining authenticity in digital creation

Future prospects of cinema with AI

Guest name

Farid Ismail

Sound bites

"AI can create with smaller budgets."

"AI films can evoke real emotions."

"Over-reliance on AI can be dangerous."

Chapters

00:00 Introduction to Artistic Versatility

01:58 The Impact of AI on the Film Industry

04:03 AI as a Tool for Creativity

06:31 The Emotional Capacity of AI in Film

09:15 Licensing and Ethical Concerns with AI

12:03 The Role of AI in Creative Processes

17:14 The Future of Human Creativity in an AI World

18:34 Embracing AI in Filmmaking

21:13 The Impact of Technology on Creativity

22:21 Personal Projects and Artistic Expression

23:35 Collaboration and Professionalism in Filmmaking

Resources

The Coming Wave by Mustafa Suleyman - https://the-coming-wave.com/

ChatGPT by OpenAI - https://chat.openai.com/

Claude by Anthropic - https://www.anthropic.com/

Farid Ismail's links

Instagram - https://www.instagram.com/faridfilms/

https://www.linkedin.com/in/faridismail/

## Summary

In this episode of Brand Runner, Fabien discusses the evolving landscape of marketing, focusing on the integration of AI as the new operating system. He explores six significant shifts in the industry, including the rise of AI in marketing, the transformation of search into answer engines, and the emergence of every company as a media company. Fabien also delves into the financial infrastructure of the creator economy and the importance of human elements in an AI-driven world. The episode concludes with actionable insights on how brands can adapt to these changes.

Keywords

AI, marketing, brand strategy, creator economy, answer engines, media companies, human elements, digital transformation, marketing shifts, AI integration

Takeaways

• AI is becoming the operating system of marketing.
• Search is evolving into answer engines.
• Every company is now a media company.
• The creator economy is gaining financial infrastructure.
• Human elements are becoming a luxury in an AI-driven world.
• Brands need to adapt to AI-driven changes.
• AI is transforming discovery and commerce.
• The importance of direct audience relationships is growing.
• Brands must simplify measurements before scaling.
• The shifts in marketing are already underway.

Title Options

• AI: The New Marketing OS
• Transforming Search: The Rise of Answer Engines
• Every Company is a Media Company Now
• The Creator Economy's Financial Revolution
• Human Elements in an AI World
• Adapting to AI-Driven Changes
• AI's Impact on Discovery and Commerce
• Building Direct Audience Relationships
• Simplifying Measurements for Growth
• Navigating Marketing Shifts

Sound bites

AI is the new marketing OS. Search evolves into answer engines. Every company is a media company. Creator economy gains financial infrastructure. Human elements are a luxury now. Adapt to AI-driven changes. AI transforms discovery and commerce. Direct audience relationships matter. Simplify measurements before scaling. Marketing shifts are underway.

Chapters

• 00:00:00 Introduction to Marketing Shifts
• 00:00:00 AI as the New Operating System
• 00:00:00 The Evolution of Search
• 00:00:00 Media Companies Everywhere
• 00:00:01 Financial Infrastructure in the Creator Economy
• 00:00:01 The Luxury of Human Elements
• 00:00:01 Adapting to AI-Driven Changes

Links

• Connect on LinkedIn: Fabien Hameline
• Subscribe to the newsletter: Brand Runner Newsletter
• The app Creative TLDR: Sends a WhatsApp daily and keeps the pulse for you on all things marketing: https://creativetldr.com

Sources links:

Amazon’s AI ads agent and campaign manager – https://www.adweek.com/media/amazon-ai-ads-agent-campaign-manager ↩

WPP launches self-serve AI platform – https://www.adweek.com/agencies/wpp-launches-a-self-serve-version-of-its-ai-platform-to-court-small-biz-dollars ↩

Unilever’s AI beauty marketing assembly line – https://digiday.com/marketing/inside-unilevers-ai-beauty-marketing-assembly-line-and-its-implications-for-agencies ↩

Google AI Overviews reach 2B+ monthly users – https://digiday.com/media/googles-ai-overviews-reach-over-2-billion-monthly-users ↩

ChatGPT Shopping changes ecommerce SEO – https://searchengineland.com/chatgpt-shopping-ecommerce-seo-rules-462865 ↩

Zero-click landscape challenges – https://digiday.com/marketing/how-brands-are-trying-to-optimize-outsmart-ai-answer-engines-across-the-zero-click-landscape ↩

American Express launches ad business – https://www.adweek.com/commerce/american-express-launches-ad-business-in-growing-commerce-media-race ↩

Episode Summary:
In this episode of Brand Runner, we explore Canva’s Visual Suite 2.0 — a major shift that brings design, AI, code, and data into a single creative workspace. From Magic Studio to Canva Code, we break down the most impactful features and what they mean for creative productivity, marketing teams, and the future of work.

What We Cover:

• Canva AI and Magic Studio tools

• Visual spreadsheets and real-time charts

• Canva Code and no-code interactive tools

• AI-powered workflows for faster content creation

• How these changes impact collaboration and team structure

Resources Mentioned:
Canva Create 2025 Keynote and Demos:
https://www.youtube.com/watch?v=LupwvXsOQqs
https://www.youtube.com/watch?v=85f-fwJzUKM
https://www.youtube.com/watch?v=RnVsl3PIx8U

More on Canva’s Visual Suite:
https://smallbiztrends.com/canva-launches-visual-suite-2-ai-tools/
https://www.businesswire.com/news/home/20250410082173/en/Canvas-Biggest-Launch-Yet-Introduces-Visual-Suite-2.0-to-Redefine-Creativity-and-Productivity

Connect with Fabien:
LinkedIn: https://www.linkedin.com/in/fabien-hameline/Newsletter: https://brandrunner.substack.com/
Get weekly insights on creative productivity, branding, and modern marketing.

New Book – The Five Rings of Marketing
Unlock timeless strategy for today’s marketing battles.
Grab your copy here: https://brandrunner.kit.com/8b9a431f0f?utm_source=podcast&utm_medium=shownotes

This episode was produced with the help of AI.

Summary: This episode dives into the explosive trend of transforming images into Studio Ghibli-inspired art using ChatGPT's latest GPT-4 model. We explore why this trend captivated the internet, its ease of use, and the deep cultural resonance of Studio Ghibli's unique aesthetic. From personal photos and pop-culture memes to historical moments, this style has touched every corner of digital culture.

We also address critical copyright and ethical issues raised by this AI-driven phenomenon, highlighting Studio Ghibli co-founder Hayao Miyazaki’s stark criticism of AI-generated animation as well as legal concerns over copyright infringement.

What You'll Learn:

• Why the Ghibli-style AI art trend has rapidly spread.
• The cultural and nostalgic appeal of Studio Ghibli.
• Easy-to-use AI tools fueling creativity and virality.
• Ethical and copyright implications surrounding AI-generated art.
• Perspectives from key figures including Hayao Miyazaki and OpenAI CEO Sam Altman.

Key Highlights:

• The role of GPT-4 and platforms like MidJourney and BrockAI in democratizing AI art creation.
• Viral examples including Ghibli-style renditions of historical events, famous memes, and personal portraits.
• Debate over artistic authenticity: Miyazaki's intense opposition vs. the widespread public enthusiasm.
• Legal ambiguity around AI-generated images replicating recognizable artistic elements.
• Ongoing lawsuits and debates over copyright protection.

Important References:

• Sam Altman's viral engagement and tweets.
• Miyazaki’s comments describing AI animation as an "insult to life."
• Coverage from Getting Animated, CNN, Variety, The Independent.

Discussion Questions:

• What happens when AI blurs the line between inspiration and infringement?
• How can creators ethically engage with AI tools?
• What does the popularity of AI-generated Ghibli art say about nostalgia and creative ownership?

Stay Connected:

• Subscribe to Brand Runner's newsletter here: https://brandrunner.substack.com/
• Fabien's LinkedIn: https://www.linkedin.com/in/fabien-hameline/

Join us next episode as we continue exploring the intersection of creativity, branding, and technology.

Links

https://variety.com/2025/digital/news/openai-ceo-chatgpt-studio-ghibli-ai-images-1236349141/

https://www.independent.co.uk/arts-entertainment/films/news/studio-ghibli-chatgpt-openai-hayao-miyazaki-trend-copyright-b2723114.html

https://edition.cnn.com/2025/03/27/style/chatgpt-studio-ghibli-ai-images-intl-hnk/index.html

https://www.nytimes.com/2025/03/27/style/ai-chatgpt-studio-ghibli.html

https://www.businessinsider.com/openai-studio-ghibli-style-images-violate-copyright-or-not-2025-3

This episode was generated with the help of AI.

In this episode of Brand Runner, we dive deep into the groundbreaking announcements from Adobe Summit 2025, where AI has officially stepped into the spotlight, fundamentally changing the game for creativity, productivity, and brand building.

We explore how Adobe is transitioning from bolt-on AI features to embedding artificial intelligence into the foundation of their entire ecosystem. From the exciting new Firefly application that brings IP-friendly generative AI for images, vectors, video, and voice to a single platform, to the revolutionary AI assistant in Acrobat that lets you literally "talk to your PDFs," the creative landscape is being transformed.

Key highlights include:

• Adobe's vision of "creativity for all" and how AI is democratizing design tools
• The blurring lines between productivity and creativity, as visual communication becomes essential
• The unveiling of Adobe's agentic AI platform with specialized agents for marketing, customer journeys, and data insights
• Coca-Cola CEO James Quincy's insights on balancing AI-driven marketing with authentic experiences
• B2B marketing's transformation with AI-orchestrated journeys and account-based intelligence
• Real-world case studies showing dramatic improvements in efficiency and engagement

Whether you're a creative professional, marketer, or brand strategist, this episode offers valuable insights into how AI is reshaping the tools we use every day and opening new possibilities for creativity and customer connection. As AI continues to advance, the question remains: how will you and your brand adapt while maintaining authentic human connections?

Source

Adobe Summit keynotes

https://www.youtube.com/watch?v=KQVpva50W74&list=TLGG8XCeg68IHIwyMjAzMjAyNQ

https://www.youtube.com/watch?v=bmUZhAa6KW4&list=TLGGNvPSMz9qHZ4yMjAzMjAyNQ

https://www.zdnet.com/article/adobes-latest-projects-are-packed-with-ai-agents-heres-a-sneak-peek/

https://diginomica.com/adobe-summit-coca-cola-using-gen-ai-make-cheaper-and-quicker-adverts-misses-human-touch

Links

Sign up for the Brand Runner newsletter ⁠⁠ here⁠

This episode was produced with the help of AI.

Show notes

keywords: immersive marketing, virtual reality, VR milestones, consumer adoption, brand applications, metaverse, XR, Web3, healthcare VR, interactive experiences

summary

In this conversation, Fabien and Sébastien discuss the evolution of virtual reality (VR) and immersive marketing, highlighting key milestones, consumer adoption, and innovative applications by brands. They explore the importance of content in VR experiences, the impact of new technologies like the Apple Vision Pro, and the future of VR in the context of the metaverse and healthcare. The discussion emphasizes the need for brands to create engaging and unique content to leverage the immersive capabilities of VR.

takeaways

Sound Bites

Chapters

00:00Introduction to Immersive Marketing and VR

02:18The Evolution of VR: Key Milestones

13:43Consumer Landscape: Who Uses VR Today?

18:29Barriers to Mass Adoption of VR

22:56Apple Vision Pro: A New Milestone?

24:09Meta Connect: Key Takeaways

24:56Innovative Brand Uses of VR

33:22Future of VR: Innovations and Trends

44:50The Future of Work and VR

Links

Buckle up, brand warriors! 🚀 As a creative producer with a 25-year love affair with Taekwondo, I've got a treat for you. I recently spent 10 unforgettable days in Korea with elite warriors, conquering the prestigious Kukkiwon master instructor course. 🏆

Get ready to kick your marketing game up a notch as I share mind-blowing insights from this ancient martial art that'll revolutionize your entrepreneurial journey! 💡💼

🔥 Hot Take Alert:

📫 Don't Miss Out:

📚 Exciting Book Announcement 📢

Inspired by Miyamoto Musashi's legendary samurai guide, I'm blending ancient wisdom with modern marketing strategies to help you dominate your market. It's time to unleash your inner marketing samurai! ⚔️🏯

Be the first to know when it drops 👉 https://brandrunner.ck.page/8b9a431f0f

In this episode, we are talking about one of the biggest events of the year for 2024: the Olympic Games, set to happen in my dear hometown: Paris. The event is set to take place from 26 July to 11 August 2024. In today’s post, we will talk about why it is a unique opportunity for brands, as well as what partnerships are available, and what are the costs involved for such partnerships.

Connect

Links

In this explosive solo episode of Brand Runner, we dissect Apple's disastrous "Crush" ad campaign that sparked outrage across the creative community.

From the disturbing industrial visuals to the cringe-worthy implications of AI replacing human artistry, we'll unpack what forced a rare public apology from the tech titan. You'll hear shocking details about an emotional test screening that should have been a major red flag, and why this $3 billion marketing misfire highlights the importance of getting creatives right before going live.

Tune in for an insightful autopsy of one of Apple's most controversial campaigns in years - a cautionary tale of what happens when marketing meets tone-deafness.

Subscribe to the newsletter and get brand insights here: https://brandrunner.substack.com/

Links

All opinions are Fabien's.