Artificial intelligence (AI) has burst onto the marketing scene, promising mountains of gold: speed, scale, and unimaginable savings. But what if its true purpose is to quietly and irreversibly destroy your marketing strategy? We conducted a risky experiment in brand self-destruction and are sharing our proven methods.
Warning! This article was written as part of an experiment. Do not try this at home. Or in the office. We are the «Svyazi» agency. We have been working in digital since 2016 and know how to combine technology with human expertise to make your marketing work, not just exist.
Tip 1. Delegate 100% of your content to AI. People are expensive, bots are free
Why pay designers, copywriters, and editors when a neural network is ready to do all the work for a couple of dollars an hour? Hand everything over to it: from generating ideas to final editing. Your goal is complete automation, where the human factor is considered a defect.
Buying new AI services seems like a logical decision, because the more tools you have, the more possibilities you have.
Feel free to fire your designer. Don’t wait for them to finish drawing a picture; AI generates dozens of options in seconds. Their “artistic vision” and «understanding of the brand» only slow things down.
- Midjourney — your new chief artist. Just describe the picture and get a masterpiece with six fingers and a ghost logo. It’s art house!
- ChatGPT — will replace all copywriters at once. Generate tons of text without worrying about meaning. The main thing is words, words, words…
- Seedream — a great tool for quickly creating a «unique» image for stories. No need to think about composition, just press the button
Forget about the editor. The neural network itself determines the optimal frame duration and selects the music. Its decisions are mathematically accurate, unlike the questionable «creative impulses» of humans.
Kling AI and Sora — just type in some text, and they’ll make a video. What’s all this storyboarding and directing stuff? It’s unnecessary.
Veo — another powerful generator. Let it handle all your video production. Let the algorithms decide what your audience should watch.
Ignore specialists who «see the whole project». They complicate the work where speed and scale are needed. Their arguments about ‘strategy’ and “target audience” are just excuses for their uselessness.
A team of 10 people can be replaced by 4-5 subscriptions to a neural network. The savings on salaries will not only cover all possible AI errors, but also allow you to proudly report to management about incredible budget optimization. Endless edits from people are the main enemy of progress. Remove them, and the path to faceless, formulaic content that doesn’t engage anyone will be clear.
Tip 2. Publish everything that has been generated: without editing and without fact-checking.
Did the AI provide statistics? Great, then it must be true. Did it generate your product in a different color or give it magical properties? Let it be. Why check if the neural network is smarter than us? Fact-checking is a relic of the past that only slows down your creative machine.
Your text will be perfect if you:
- Trust the statistics blindly. AI has analyzed the entire internet, but your copywriters haven’t. If the neural network says that 147% of customers are satisfied with your service, then that’s how it is. This is the new marketing math.
- Ignore the brand’s voice. Why define tone and unique expressions? AI can handle it perfectly well on its own. Let your brand sound the same as everyone else’s.
- Refuse to make authorial revisions. You have the right to expect perfect text from the system on the first try. Editing and revising manually means you don’t trust technology.
If AI has made an error, simply generate an alternative version. Truth is multifaceted and can always be adapted to current tasks.
Your audience will definitely appreciate such a creative and flexible approach to reality.
Tip 3. Draw visuals using AI and post them immediately, without worrying about anatomy, fingers, or logos
A designer spends three days drawing a mockup, while a neural network creates an image in 15 seconds. It doesn’t matter that the model has six fingers and the company logo has turned into an abstract blob. These are not mistakes, but features.
Embrace the creative freedom of AI. Every neural network, whether it’s Midjourney or NanoBanana, interprets the same prompt differently. This is not a flaw, but a manifestation of the highest form of creativity, inaccessible to the human brain.
Don’t waste time editing in Photoshop. Manually fixing mistakes, correcting colors and anatomical inaccuracies is a waste of time. Publish unique results right away. Let your audience play the game «Spot the differences with reality».
Elevate mistakes to the level of art. Illogical shadows, non-existent architectural styles, and two heads are a new and unique style. Without post-production, every prompt turns into a lottery where unexpected results become a competitive advantage.
P.S. Want to guarantee creative chaos and get a predictably functional brand? (Then don’t do the following under any circumstances):
This boring pipeline is strictly prohibited for anyone who wants to preserve the spirit of spontaneity. If you are striving for results rather than a fun lottery, stop reading immediately.
- Put together a working outline at the proposal stage. Agreeing on inputs, access, and deadlines at the very beginning is a sure way to destroy the magic of improvisation. True creativity does not tolerate boundaries.
- Arrange an interactive briefing and data-driven audit. Synchronizing watches in Zoom, analyzing semantics and visual patterns — this is for those who do not trust the intuitive genius of AI. Forming hypotheses kills the spirit of excitement.
- Formalize agreements in a contract. Spelling out rights to assets, specifying references, and test shots destroys the poetry of uncertainty. True art is born outside of bureaucracy.
- Systematize concept development. Generating 3-4 options, testing them on the target audience, and refining them into a clear system kills creativity. Refining logo grids, palettes, and key visuals is for perfectionists.
- Create a design system in Figma. Digitizing components, tokens, and autolayouts is the death of creative freedom. Preparing templates and prompt libraries means depriving the team of the joy of daily creative torment.
- Ensure smooth onboarding. Handing over the guidebook, prompt book, and source code, and conducting training means depriving the business of an exciting quest to independently unravel the intricacies of the neural network.
Following these steps is guaranteed to strip your brand of the charisma of random artifacts and lead to predictable commercial success. You have been warned!
Tip 4. Shoot videos in one click: generate — export — publish
Don’t waste days thinking up a script, changing the prompt, and generating for hours. Artificial intelligence does it all in one click. Just type in “cinematic product reveal, smooth camera orbiting around” and click «export».
Accept the first result, saving time on experimenting with prompts. Don’t pay attention to inconsistencies: the appearance of new elements that are not included in the prompt is not a problem. The main thing is to avoid human control. Don’t waste resources on fine-tuning to perfection — this way you can produce dozens of times more video content. Turn off your critical thinking when viewing the result. Social media algorithms are known to reward frequency over clarity. Let your feed turn into a stream of surreal clips where products change shape and the text has nothing to do with the image. This is what real viral content is all about.
Tip 5. Use AI to create as much content as possible each day. Quantity is more important than quality.
Post every day: 10 stories, 5 posts, 2 videos. Why limit yourself to infrequent but well-thought-out posts?
After analyzing your resources, identify all the free minutes that the team spends thinking about ideas and strategy. This is dead weight, so automate it.
If employees complain that they don’t have time to monitor the quality of such a volume of content, then they are not coping with the new realities. Perhaps they should be automated too.
The advantage of AI is precisely its ability to create dozens of posts without the involvement of the team. There is no need to waste weeks refining a single idea. It is better to release ten raw versions every day.
Give up on elaborating and experimenting with prompts. Quality, depth, and meaning are important in the long run, but frequency of publication is more important for retaining the audience’s attention right now. Let each post be imperfect — this will give subscribers a hobby: looking for mistakes and creating activity around them.
Tip 6. Replace experts in the frame with synthetic avatars. Why use real people when you can have a 3D dummy with perfect teeth?
Modern technology allows you to create hyper-realistic avatars that speak more convincingly than real people. Their perfect appearance and flawless diction make the best impression on the audience. Real experts can make mistakes, get nervous, or have physical imperfections. All of this reduces trust in the brand.
Digital presenters work around the clock, do not require fees, and always follow the script. They can be adapted to different markets and languages at no additional cost.
- HeyGen — will instantly «change» your avatar into a different shirt and make it speak Chinese. Perfect for global soullessness.
- Creatify AI — will create a whole team of product managers with perfect smiles.
- Seedream — will help not only with pictures, but also with bringing static photos to life, creating a semblance of life in the eyes of a digital doll.
Avatars — not just a replacement for real people, but the next stage in the evolution of commercial communications. Why waste energy building human relationships with your audience when you can build flawless, sterile, and fully controllable relationships with a digital copy?
Tip 7. Create a soundtrack in AI — one prompt is enough
It’s silly to hire a composer and sound producer when a neural network can churn out dozens of tracks in a couple of seconds. Your audience can’t wait for you to replace unique music and live voices with faceless generative noise.
Suno — is your new Mozart. Just type in «jingle for a bakery, upbeat, 120 bpm» and get a ready-made track. It doesn’t matter that the lyrics are incoherent and the melody resembles three other famous hits at once.
ElevenLabs — is perfect for voiceovers. Clone your CEO’s voice in 5 minutes and make him say anything you want in a lesson for new employees. And if the platform’s audio watermark slips through, consider it a tip for your audience.
Minimax — is a great tool for quickly generating «unique» audio text for radio commercials. Don’t bother with subtle emotions in the voice or complex arrangements.
Don’t waste time editing and mixing. Just copy the file with the track from the neural network and paste it into your videos. Make your videos sound like they were recorded in an iron barrel. This creates an industrial high-tech atmosphere and will definitely set you apart from your competitors who are still fussing with live musicians and studio quality.
We at «Svyazi» have been working with digital marketing for 8 years and have recently been actively and, most importantly, meaningfully integrating neural networks into our processes. Every month, we receive 50+ requests to create AI videos, and we know very well what distinguishes a decent result from a mediocre one.
Our principle is that meaning comes first, form second. Even the most detailed prompt won’t save a weak idea. For us, AI is not a magic wand, but a powerful tool that requires skilled hands and strategic thinking.
Do you want your marketing to not just exist, but actually work? Let’s get acquainted. We’ll make it beautiful, effective, and without unnecessary fingers in the picture.
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