Brand velocity is becoming a board-level risk
Most fashion brands still treat ads as a creative problem. That assumption is getting expensive.This video isnât impressive because itâs âAI-generated.â Itâs interesting because of whatâs missing: - No shoots. - No location constraints. - No reshoots because the lighting was off or the brief drifted. The workflow is fairly straightforward from an engineering lens: â A consistent visual identity encoded once â Generation pipelines tuned for variation, not novelty â Tight feedback loops instead of long approval chains. When visuals are generated instead of produced: ⢠Campaigns can respond to culture in days, not quarters ⢠Creative testing becomes continuous, not episodic ⢠Brand teams stop protecting past work and start iterating forwardTraditional workflows optimize for polish. These systems optimize for adaptability. Curious how others here are thinking about: Where does âbrand consistencyâ live when production becomes software?