AI Has A Brand Problem And Entertainment Is The Fix [Forbes]
BASF SE S/ADR (BASFY)
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Source: Forbes
... More getty AI is forcing a fundamental rethink of brand strategy. As content becomes abundant and optimization cheap, the central question is no longer how brands capture attention, but where durable value actually lives. When Gap recently created a Chief Entertainment Officer role and hired Pam Kaufman from Paramount , it wasn't a communications-first move. It was a leadership decision. No campaign was announced. Instead, the company reorganized how entertainment shows up inside the business. By establishing an executive role reporting directly to the CEO, with a mandate to build and scale an entertainment, content, and licensing platform, Gap signaled that entertainment is no longer an activation layer—it's becoming part of the operating model. Artificial intelligence explains why. AI has made content cheap, fast, and effectively infinite. Production is commoditized. Distribution is an arms race. In that environment, attention doesn't just fragment, it evaporates. Wha
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