Bursting the AI Powered Bubble
Thu Jan 15 2026
In this episode, Stewart, Julie, and Chris dive into the pervasive problem of "AI-powered" marketing in 2026. Sparked by observations from the Consumer Electronics Show in Las Vegas, the team discusses how lazy product marketing has reduced AI to a meaningless badge, plastered on everything from battery chargers to computers without explaining actual customer value.
Drawing parallels to the "smart" and "connected" buzzwords of 2015-2016, the hosts explore why technology companies struggle to articulate benefits instead of features. They argue that AI actually offers more tangible value than previous tech trends, making it even more frustrating when companies default to shorthand rather than explaining how their products save money, make money, or solve real problems.
The conversation takes a personal turn when Stewart shares his reaction to receiving an AI-generated Christmas card, sparking a broader discussion about authenticity, consumer scepticism, and knowing when AI use matters versus when it doesn't. The team emphasises the importance of showing the "messiness" of real progress, admitting mistakes, and being honest about the journey—something AI's perfectionism often obscures.
The episode concludes with reflections on the coming AI backlash and predictions about what next year's CES might bring (spoiler: it's robots).
About Good, Brand ConsultantsGood Brand Consultants helps B2B organisations turn brand strategy into commercial reality. Based in Scotland and working globally, we partner with clients to tackle everything from foundational brand positioning to practical implementation frameworks. If you're wrestling with brand challenges or want to explore how strategic brand work can deliver real business results, we'd love to hear from you. To learn more about us, visit goodbrandconsultants.com.
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In this episode, Stewart, Julie, and Chris dive into the pervasive problem of "AI-powered" marketing in 2026. Sparked by observations from the Consumer Electronics Show in Las Vegas, the team discusses how lazy product marketing has reduced AI to a meaningless badge, plastered on everything from battery chargers to computers without explaining actual customer value. Drawing parallels to the "smart" and "connected" buzzwords of 2015-2016, the hosts explore why technology companies struggle to articulate benefits instead of features. They argue that AI actually offers more tangible value than previous tech trends, making it even more frustrating when companies default to shorthand rather than explaining how their products save money, make money, or solve real problems. The conversation takes a personal turn when Stewart shares his reaction to receiving an AI-generated Christmas card, sparking a broader discussion about authenticity, consumer scepticism, and knowing when AI use matters versus when it doesn't. The team emphasises the importance of showing the "messiness" of real progress, admitting mistakes, and being honest about the journey—something AI's perfectionism often obscures. The episode concludes with reflections on the coming AI backlash and predictions about what next year's CES might bring (spoiler: it's robots). About Good, Brand ConsultantsGood Brand Consultants helps B2B organisations turn brand strategy into commercial reality. Based in Scotland and working globally, we partner with clients to tackle everything from foundational brand positioning to practical implementation frameworks. If you're wrestling with brand challenges or want to explore how strategic brand work can deliver real business results, we'd love to hear from you. To learn more about us, visit goodbrandconsultants.com.