{"id":2392,"date":"2026-07-30T10:57:25","date_gmt":"2026-07-30T08:57:25","guid":{"rendered":"https:\/\/segati.biz\/now-that-producing-costs-almost-nothing-anymore\/"},"modified":"2026-07-30T10:57:26","modified_gmt":"2026-07-30T08:57:26","slug":"now-that-producing-costs-almost-nothing-anymore","status":"publish","type":"post","link":"https:\/\/segati.biz\/en\/now-that-producing-costs-almost-nothing-anymore\/","title":{"rendered":"Now that producing costs almost nothing anymore"},"content":{"rendered":"

AI has solved a problem as old as the trade: manufacturing was long and expensive. Today, a brand can roll out in one week what used to take a quarter of a year, in all formats, in all languages.<\/p>\n

I see projects, requests, and volumes passing by. And that’s precisely why I can say it: production is no longer what sets you apart.<\/p>\n

When everyone can produce a lot, producing a lot proves nothing. Scarcity has changed sides. It has shifted from manufacturing to consistency: knowing what to say, and being willing to repeat it without drifting.<\/p>\n

Look at Mango. Schiffer, Campbell, Moss, Johansson, Cruz, Jenner, Gerber, and Hailey Bieber this summer. Eight faces, thirty years old, one idea: the accessible can be desirable. Each ambassador doesn’t replace the previous one; it adds to it. Result: \u20ac3.8 billion, up 13%.<\/p>\n

None of that was built with AI. But everything indicates where value lies: in what is said, not in what is produced.<\/p>\n

AI is a multiplier, and a multiplier does not create its own concept. The inverse is true.<\/em><\/p>\n

That’s what I believe. It will amplify what you already have. If your idea is clear, it will give you ten years’ head start. If it is fuzzy, it will mostly let you scatter faster than before.<\/p>\n

The right question isn\u2019t about the tool. It\u2019s asked beforehand: what are we going to repeat for ten years?<\/p>\n

Answer that, and AI becomes a substantial opportunity.<\/strong><\/p>\n

#AI\u00a0\u00a0 #BrandCapital\u00a0\u00a0 #Advertising\u00a0\u00a0 #BrandStrategy\u00a0\u00a0 #Bias<\/p>\n","protected":false},"excerpt":{"rendered":"

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