Creative Control

Generative AI has taken the brand world by storm. But how is the planet’s best-known AI company building its own brand? Like everything to do with AI, the brand aspect of this category is evolving and changing seemingly week to week. There’s newer brands like Anthropic, Perplexity, and DeepSeek, alongside established giants’ own sub-brands like Apple Intelligence, Google Gemini, Amazon’s Rufus AI assistant, and on and on.With about 400 million users, and almost constant news coverage, OpenAI may be the best known purely AI company.In episode seven of Fast Company’s Brand New World podcast, host Jeff Beer talks to OpenAI’s chief marketing officer Kate Rouch about the strategy behind their Super Bowl ad, how the company defines its brand values, and why, despite helpful lessons from the last 30 years of tech, new precedents will still be set for the AI brand category.

On today’s episode, cohosts Yasmin Gagne and Josh Christensen break down the latest news in the world of business and innovation, including President Trump delaying reciprocal tariffs, TikTok-alternative Skylight, a major win for college athletes, and Microsoft’s 50th anniversary. (00:46)

Next, Yaz and Josh interview Flexport CEO Ryan Petersen about how Flexport and the companies it works with are digesting the tariffs plus the continued uncertainty around global trade. (05:46)

Finally, Yaz interviews cofounder and CEO of Colossal Biosciences, Ben Lamm, about the company’s progress in trying to bring back the Woolly Mammoth and the criticism the company is facing after it unveiled three dire wolf puppies. (31:34)

For more of the latest business and innovation news, go to: https://www.fastcompany.com/news

For the latest ‘Fast Company’ coverage on Trump’s tariffs, go to:

https://www.fastcompany.com/section/tariffs

In episode six, host Jeff Beer is at Google’s world headquarters in Mountain View, CA to talk to chief marketing officer Lorraine Twohill. We dig into the brand’s overall GenAI strategy, not only for how they’re working as a marketing organization, but also how they’re marketing Google's own AI tools like Gemini.We also chat about how Lorraine and her team are balancing between third-party tools like Brandtech Group’s Pencil Pro, and WPP’s One, and the company’s own proprietary tools.Of course, we get into the lessons learned over the reaction to Google’s “Dear Sydney” Olympic ad for Gemini last summer, but also how the ultimate goal for AI’s impact on the brand’s marketing is to come up with an idea in the morning, and see it out in the world that afternoon.

On today’s episode, cohosts Yasmin Gagne and Josh Christensen break down the latest news in the world of business and innovation, including the latest on the sweeping tariffs announced on wednesday, the Trump administration being sued by federal workers, Newsmax stock pops 500% on NYSE, Meta’s head of AI research Joelle Pineau is leaving the company, and fast-fashion giant H&M plans to use AI clones of its human models—plus the backlash. (00:44)

Next, Josh and Yaz speak to ‘Fast Company’ senior editor Max Ufberg about the Tesla Takedown protests happening across the globe. Plus, Max shares details of the coordinated event called Global Action Day where worldwide protests are calling on people to sell their Teslas and their shares of Tesla stock. (05:17)

Finally, Yaz spoke to award-winning actor Walton Goggins and GoDaddy's CEO Aman Bhutani about GoDaddy's partnership with Walton Goggins Goggle Glasses. (26:26)

For more of the latest business and innovation news, go to https://www.fastcompany.com/news

To read the latest on Fast Company’s coverage of Tesla:

https://www.fastcompany.com/91308723/elon-musk-blames-tesla-protests-shady-payoffs-while-making-shady-payoffs-wisconsin

Visit Walton Goggins Goggle Glasses

Sephora is compelling for any number of reasons, and one is it’s been a leader in the beauty industry working with GenAI and broader AI technology.A McKinsey piece reported earlier this year that Gen AI could add up $9 billion to $10 billion to the global economy based on its impact on the beauty industry alone.As consumer brands go, the beauty industry has been ahead of the curve on AI, with companies like Sephora, L’Oreal, Dior, Estee Lauder, P&G, all creating AI-powered tools for customers to use as early as 2017.In this episode, host Jeff Beer talks to Sephora’s US CMO Zena Arnold, and Vlad Kuznetsov, the company’s Chief Information Officer, to get a peek under the hood for a glimpse at how one of the most powerful brands in an incredibly influential consumer industry is thinking about Gen AI right now.

On today’s episode, cohosts Yasmin Gagne and Josh Christensen break down the latest news in the world of business and innovation, including the Trump administration’s Signal scandal, Postmaster General Louis DeJoy’s resignation, Chinese electric-vehicle maker BYD outperforming Tesla per its 2024 revenue, and important privacy issues related to the bankruptcy announcement of DNA-testing site 23andMe.

Next, ‘Fast Company’ associate editor David Salazar joins the show to discuss the anime streaming service, Crunchyroll, and why it made Fast Company’s 2025 Most Innovative Companies list.

Finally, Yaz speaks to clinical psychologist Becky Kennedy (aka Dr. Becky), one of the cofounders of the website Good Inside, about the Good Inside method for being better parents.

Finally, Yaz speaks to clinical psychologist and co-founder of the parenting company Good Inside, Dr. Becky, about the Good Inside method for raising children.

For more of the latest business and innovation news go to https://www.fastcompany.com/news

To check out the 2025 Most Innovative Companies list go to: https://www.fastcompany.com/most-innovative-companies/list

For more on Dr. Becky, visit:

https://www.goodinside.com/

On today’s episode, cohosts Yasmin Gagne and Josh Christensen break down the latest news in the world of business and innovation including Elon Musk’s DOGE staff breaking into the U.S. Institute of Peace, the Trump administration's plans to cut 25% of the IRS workforce, and Pepsi's acquisition of prebiotic soda company Poppi for nearly $2 billion. (01:01)

Next, Fast Company executive editor Amy Farley joins the show to discuss this year's Most Innovative Companies. (07:41)

Finally, senior staff writer Ainsley Harris talks to Yaz and Josh about her feature on Robinhood and the company's recent bets on crypto and prediction markets. (34:45)

This past December, Coca-Cola released a set of holiday ads made entirely from generative AI. They asked three different studios to create their own interpretations of the 1995 Coke holiday spot called “Holidays Are Coming” using AI video-generation models, including Leonardo, Luma, and Runway. The brand got three unique adaptations from studios Silverside AI, the Wild Card, and Jason Zada’s Secret Level.

Even though the AI ads were supposed to be a reimagining of Coke’s holiday ads from the '90s, which is a pretty innocuous concept, the backlash was intense. The reactions were passionate and numerous enough to get coverage from The New York Times, USA Today, NBS News, and more. Despite the backlash, the ads were effective and these new AI ads also got the job done. Coke is confident that its early experimentation is not only fun, but a meaningful investment that—despite the negative reviews in the short term—is setting the company up for long-term marketing success.

In this episode, host Jeff Beer talks to Pratik Thakar, Coca-Cola's global vice president for generative AI, about the companies' approach to using AI, creative risk-taking, and those holiday ads.

On today’s episode, cohosts Yasmin Gagne and Josh Christensen break down the latest news in the world of business and innovation including the stock market tumble, what’s going on with all those tariffs, Elon Musk blaming X’s outage last week on an alleged cyberattack, and Mark Carney becoming the next prime minister of Canada.

Next, It’s SXSW again with Josh and Yaz down in Austin for the annual festival and holding court at the Fast Company Grill. We recapped our time at SXSW with ‘Fast Company’ senior editor Max Ufberg.

Finally, Yaz interviewed author, activist, and founder of the MeToo Movement, Tarana Burke, on stage at SXSW.

For more of the latest business and innovation news, go to https://www.fastcompany.com/news

To see the latest ‘Fast Company’ coverage on SXSW, go to: https://www.fastcompany.com/section/sxsw

Be sure to subscribe, rate and review Most Innovative Companies on your podcast app of choice. You can also find more Most Innovative Companies podcast content on Fast Company’s YouTube channel along with more videos on business news, tech, design, and work/life.

On today’s episode, cohosts Yasmin Gagne and Josh Christensen break down the latest news in the world of business and innovation including the stock market tumble, what’s going on with all those tariffs, Elon Musk blaming X’s outage last week on an alleged cyberattack, and Mark Carney becoming the next prime minister of Canada.

Next, It’s SXSW again with Josh and Yaz down in Austin for the annual festival and holding court at the Fast Company Grill. We recapped our time at SXSW with ‘Fast Company’ senior editor Max Ufberg.

Finally, Yaz interviewed author, activist, and founder of the MeToo Movement, Tarana Burke, on stage at SXSW.

For more of the latest business and innovation news, go to https://www.fastcompany.com/news

To see the latest ‘Fast Company’ coverage on SXSW, go to: https://www.fastcompany.com/section/sxsw

Be sure to subscribe, rate and review Most Innovative Companies on your podcast app of choice. You can also find more Most Innovative Companies podcast content on Fast Company’s YouTube channel along with more videos on business news, tech, design, and work/life.