CMS Brand Forum: AI and IP

We were recently honoured to participate in the CMS Brand Forum, a distinguished series of sessions dedicated to brand protection and enforcement. Our discussion centred on the transformative impact of AI on agencies and how we navigate the complexities of intellectual property in this evolving landscape.

While the essence of authentic brand creation remains rooted in human ingenuity, fostering genuine emotional connections and lasting value, the advent of AI has dramatically amplified both the speed and scale of our efforts. Below are our key insights:

Efficiency at Scale: Research, creative, and media planning still need a human brain, but AI acts as a powerful force multiplier, compressing timelines dramatically.

The Collapse of Lag: The gap between insight, ideation, and execution is vanishing. This is a monumental shift in how we work.

The Rise of the “Super-Soloist”: We will see a new wave of small, even one-person, full-service agencies capable of delivering work that once required large teams.

IP is the New Minefield: AI platforms have wildly varied licensing terms. Using them without clear internal IP policies and adequate insurance is a significant legal and reputational risk.

The Backlash Has Begun: The landmark $1.5 billion settlement in the Anthropic copyright case is just the beginning. The rules of the road are being written now.

Workforce Transformation is Inevitable: AI is streamlining roles, especially in production. No department will be untouched, demanding a strategic approach to re-skilling.

The Human Edge (For Now): True creativity, challenging orthodoxy, connecting disparate ideas, and generating original thought remain distinctly human skills. Also, AI can’t write a good pun.

Fundamentals Still Rule: AI won't change the 4P’s or any of the core principles of marketing. So beware of “false prophets” overpromising a revolution.

Judgment is the New Currency: In an age of automated content, agencies will be valued not for their output speed, but for their strategic judgment and ability to create work that helps forge genuine human connections.

If you’d like a deeper dive, we’re happy to share our full presentation. Just send us an email.

Written by Simon Case

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