Welcome to The AI Moment. In this episode, Jonathan Wagstaffe and I explore why 2026 is the "commercial year of AI" and how the battle between "AI slop" and "Artisan craft" is coming to a brand near you.
The novelty of AI experimentation has evaporated, replaced by a ruthless focus on ROI and authenticity. While production costs have crashed—dropping from £50,000 to £500 in some cases—brands now face a backlash against low-quality, obvious "AI slop". The winners will be those who balance speed with human-led storytelling to maintain consumer trust.
The Slop Backlash: Consumers are calling out low-effort AI content, similar to the criticism Coca-Cola faced for their Christmas campaign.
The Artisan Alternative: Brands like Apple are leaning into "fully human" craft as a badge of quality to stand out from the noise.
The Super Bowl Barometer: Early February will serve as the ultimate temperature check for how audiences react to high-stakes AI advertising.
Normalisation through Hybridisation: AI will eventually become a standard tool like CGI, judged solely on whether the ad actually works.
Democratised Production: Small, two-person teams are now using AI to deliver global-standard visual effects for major brands.
The ROI of Trust: 2026 is about validating AI investments; it's no longer just about the tech, but how it accelerates performance while remaining "true".
Generative Video Platforms: Used to rapidly create video ads at a fraction of traditional costs.
Unreal Engine: For computerized motion and creative optimisation.
Human-in-the-Loop Systems: Essential for the final approval and "stress testing" of AI-generated campaigns.
Stop Shipping Slop: Efficiency is useless if the output lacks "human soul"; quality remains the only barometer of success.
Mandate the "Human Loop": Major UK brands are already using AI for TV and radio, but only with strict human sign-off to protect authenticity.
Unlock the Impossible: Use AI to create assets that were previously too expensive or impossible to film, like dinosaurs or extinct animals, to add genuine creative value.
Your leadership won't be judged by how much AI you use, but by how well you balance speed, truth, and humanity. AI accelerates performance, but humans must safeguard the brand's authenticity.
THANKS FOR LISTENING
DANNY DENHARD
