Been running campaigns for major brands for 14+ years, and for the past two years I've been obsessively tracking how companies use AI in their marketing. What I found completely flipped my understanding of what works.

Plot twist: The companies winning aren't the ones with the "smartest" AI.

• McDonald's AI suggested "ice cream sundae with extra sadness." Most brands would panic and shut it down. McDonald's ran a whole campaign around it. Sales jumped 18%.

• Wendy's AI started roasting customers so hard it made their human social team look tame. Instead of reining it in, they amplified it. Engagement shot up 400%.

• Spotify's AI creates playlists for emotions that shouldn't exist. Millions of shares.

• Balenciaga's AI invented a category called "clothes for your existential crisis." 230% sales increase in that made-up segment.

Here's what jostled my head: While 90% of companies are burning resources trying to make AI predictable and "safe," this small group is building unbreachable competitive advantages by embracing AI's alien logic.

They're not being reckless; they're being strategically transparent about something everyone knows but won't admit: AI thinks differently than humans, and that's actually valuable.

The high hat: Your competitors are probably in that 90% right now, spending money to make their AI beige af.

I’m researching examples where AI has been used in innovative ways by brands.

Have you come across interesting marketing campaigns where brands have leveraged AI? Why did they stand out to you?

Bonus points if you could point me to a case study / link the reference. Thank you!