 |
|
|
|||||
Whether its Sam Altman surreptitiously stealing GPUs from a Target, trying to make a break for the door under the gaze of security cameras as he tucks a box containing a valuable computer chip under his arm, or Super Mario appearing in Star Wars, the rupture in reality brought about by OpenAIs AI-generated video social network, Sora, is significant. What previously would have been decried as deepfaked videos have gone viral on social media in the last two days, while also outstripping the release of Meta’s competing product, Vibes. Users, including some OpenAI employees on social media, have been revelling in their ability to create outlandish content involving real life characters a consequence of unusually lax rules set out by OpenAI, the company behind Sora. That’s despite the AI giant purporting to have some rules designed to prevent IP infringement. Social networks, which were once designed to connect us with one another and have since been subsumed by AI slop, are now looking like theyre going the way of the dodo. In their place is a boomer Facebook users paradise: A steady scroll of the unreal and outlandish, and not a single human involved. That has experts worried about our ability to distinguish fact from fiction, and how it can tamper with our temperaments. It isnt entirely surprising that businesses are effectively following the money as to what weve seen over the last 12 to 18 months, particularly in terms of AI generated video content, says deepfake expert Henry Ajder. Some of the most viewed videos on platforms like YouTube Shorts, traditionally home to human-only content, are now AI-generated. The fact that these companies are recognizing those opportunities isn’t surprising to me, he says. Those who are slightly online, not to mention the extremely online, are similarly unsurprised. We’re not ready Nevertheless, the impact of AI-filled feeds on our perception of content is significant, says Jessica Maddox, associate professor of media studies at the University of Georgia. The danger in sharing and enjoying AI images, even when people know theyre not real, is that people will now have to chase more fictional, manipulated media to get that feeling, she says. And with the apps in question explicitly saying there are few, if any, guardrails around copyrighted content, and limited ones around the type of content that can be created, there are real risks of polluting our pools of content for years to come. Some suggest that were ill-equipped to deal with the problemin part because what we consider real images havent been real for a while, thanks to the volume of pre-processing that takes place in the millisecond between clicking the shutter on your smartphone and the image being saved in your camera roll. A recent preprint study by Janis Keuper, a researcher at Offenburg University and his wife, Margret Keuper, a researcher at the Max Planck Institute for Informatics and the University of Mannheim, suggests that the gap between the quality of images used to train deepfake detectors and the average smartphone snap is now so significant as to make any detection tools useless. Detection tools are trained on ground truth images that are as similar to today’s photographs as early 20th century cameras were. Its going to be really hard to filter out AI content, says Janis Keuper. It’s really hard in in text. It’s really hard in images as the generators become better and better. And well, weve been looking at AI generated images for a while now, he says. The secret of slop However, what is different with the advent of Vibes and Sora is that they explicitly say they want AI content firstand usually foremost. Meta Vibes is perfectly named for the problem of AI slop, says Maddox. In a world where the world itself is our imagination, it doesn’t matter if the actual image represents anything close to reality. Its akin to alternative facts. No matter how outlandish the video, its legitimate. All it has to do is reinforce our viewpointthe visual equivalent of the post-truth era brought about by Donald Trump. That bleeds through to the common perception of how people often react to AI-generated content, says Maddox. People will say, But I agree with what its trying to say, whether its real or not, she says. And thats proof positive of whats going on. AI is vibes only, she says. Unfortunately, that means something like Meta Vibes is likely to be incredibly successful with Metas audience that seems to love AI imagery. It wont matter, because with AI, feelings reign supreme. Where the authentic and the synthetic collapse And thats what worries the experts the most. The apps are being foisted on users, but may well succeedin part because were already inured to the persuasive power of content to move us. Reality is one now where authentic and synthetic collapses, right? says Ajder. People have authentic experiencesthat is, experiences that move them, change their beliefs, change their relationships, change their opinionswith AI. Theyre influenced with virtual companions, via chatbots, and with AI-generated disinformation content around war zones and conflicts. Ajder doesnt believe Meta and OpenAI are thinking about the emotional response to AI. The idea is less passionate, he says. It’s more market driven. These kinds of videos are cheap to make. Theyre quick to make. We can scale them easily, and they get engagement, they get views, they get clicks. (Never mind the cost for the environment.) But as well as getting rid of the “social” from social media, the second- and third-order ramifications of driving an AI-powered attention economy could have more significant consequences than keeping us scrolling.
Category:
E-Commerce
Uncertainty is the defining condition of our time. The pandemic reminded us how quickly our systems can fracture. Today, with political shifts, economic instability, and technological disruption intersecting, leaders are preparing for more turbulence ahead. From where I sit, however, there are nearly 2 million reasons to be optimistic. Americas 1.9 million nonprofits make up a fiercely resilient force for scaling impact to our toughest challenges. They deliver food and housing, safeguard youth wellbeing, respond to natural disasters, and fight for fairness and opportunity. They are trusted by millions of people across many topic areasand they are built to move fast, adapt, and deliver under pressure. Its no secret that technology is a force-multiplier when it comes to an organizations impact. Research from the Blackbaud Institute shows that nonprofits report faster fundraising growth and higher readiness for disruption when they are able to rely on technology to move their missions forward. But they are facing barriers to the single most important tool to unlocking amplified impact: AI. In a recent survey of fundraisers, less than one-third of nonprofit respondents said they believe they have the resources to explore AI use in their organization, despite 82% identifying as usersand only 26% agreeing that they have the technical expertise to use AI effectively. This is the moment to close that gap and ensure AI reaches every nonprofit team on the frontlines of our communities. Building capacity and augmenting humans AI is already proving it can cut grant writing and research time drastically, draft tailored fundraising materials at scale, and help smaller teams operate at similar levels of efficiency once reserved for large organizations. At its best, AI augments humans: It frees nonprofit leaders to spend less time on repetitive tasks and more time strengthening ties with funders, telling stories of impact, and delivering services to communities in need. For the roughly 90% of nonprofits that report less than $1 million in annual revenue, AI may be the most consequential capacity-building and human-augmenting tool in recent memory. But the answer isnt simply more tech or more AI. What we need most is a shared commitment to remove barriers to AI for the nonprofit sector. To get there will require not just smart tools, but smart partnerships and collaboration across sectorsimpactful work that can be done by executives, employees, and the rising generations of the workforce alike. Each has a distinct role to play in helping nonprofits harness AI for greater efficiency. For business leaders, board service is no longer solely about governance. Its an opportunity to help organizations think strategically about data, cybersecurity, and how to responsibly integrate AI into their operations. Every nonprofit should have a technology plan alongside its strategic plan, and board members with private-sector expertise can help make that shift possible. At the same time, facilitating opportunities for broader engagement is critical. Volunteerism in the U.S. still hasnt recovered to pre-pandemic levels, according to the Generosity Commission. This shortfall comes at precisely the moment nonprofits need more hands-on help. Skills-based volunteering, where professionals contribute expertise in areas like technology, finance, or operations, fills critical gaps. Companies can encourage staff to lend their skills directly to local nonprofit partners, or create pro bono programs that multiply the impact of nonprofit teams. The next generation Looking to the next generation, young professionals are seeking purpose-driven careers. Business leaders can mentor these young workers, support programs that position early-career employees alongside nonprofits, and help nonprofits take advantage of their digital native perspectives. Even when roles arent explicitly tech-focused, these young professionals can act as catalysts for AI adoption and digital transformation. Together, these steps do more than boost nonprofit efficiency. They lead to durable partnerships, create a culture of knowledge transfer across sectors, and ensure the AI opportunity gets maximized. Capturing this moment also requires a new approachmodernizing funding models, policies, and norms so that technology is recognized as essential infrastructure. It means reimagining how overhead is understood, defined, and funded, so AI has the best shot at strengthening nonprofits ability to deliver impact and outcomes. Nonprofits are often the first responders in a crisis or time of need. With AI in their hands, they can also be the most efficient responders. When AI makes nonprofits and their teams faster, stronger, and more resilient, its value is felt not only within organizations but across every community they serve. Well know were successful when every nonprofit, large or small, can harness AI to strengthen its missionand when business and philanthropic leaders see themselves as part of that adoption solution. Imagine a future where every nonprofit team, regardless of size, has the digital muscle to respond to crises, scale impact, and tell their story with clarity and power. Thats not a distant vision. Its a future within reach, and it might just be the highest-leverage investment we can make for society.
Category:
E-Commerce
Raise your hand if your credit card has been personally victimized by the J. Crew rollneck sweater. Did you raise your hand, with it loosely hugged by a knit cotton sleeve featuring a rolled hem? One thats no longer available online, and for that reason makes you feel part of a selective in-group? Yes? Then say, thank you, Julia Collier. Over the past two weeks, Collier, J. Crew’s chief marketing officer, has directly influenced your shopping habits. The next rollneck generation campaign is her brainchild. It first rolled out September 16 and has since wormed its way into our brains with a compelling cast of seven including actor Benito Skinner, actress Molly Gordon, and singer Maggie Rogers, all in the brands rollneck sweaters, which range in price from $98 to $118. It’s Collier’s first major J. Crew campaign since joining the company as CMO in January following a five-year run as Skimss senior vice president of brand marketing. A few of her past hits: cinematic Skims campaigns with the North Face, ultimate brat Charli XCX, a powerful Team USA, Lana Del Rey for Valentines Day, and dreamy Nicola Coughlan shot by Elizaveta Porodina. Now, the next rollneck generation gives a core J. Crew product thats been around for more than 30 years new life. Collier produced the campaign with hyper-specific talent and elevated creative choices, including a very specific vintage lacrosse stick prop and real film for that authentic grainy effect. It shows that to breakthrough in hyper-content-saturated online spaces like TikTok, brand marketing needs to become brandtainment. “I believed at Skims, and I believe at J. Crewand I believe all brands have the opportunity to do thisthat we are entertainers, says Collier. Our role as a brand is, yes, to sell clothes, but it’s really to entertain our audiences and to entertain our customers, and behave almost like media. You can’t just do one thing. The ad has almost worked too well, because the sweater is nearly impossible to find now. Online, most colors are out of stock or preorder. New customers to J. Crew’s website increased almost 40% the week of launch compared to the week prior. Social engagement and impressions are far exceeding anything else we’ve done really around this type of campaign in a long time, according to Collier. [Photo: J. Crew] J. Crews revival Its been a while since anyones cared much about J. Crew. The company filed for bankruptcy in 2020 following pandemic-related forced store closures and a slow pivot to e-commerce. This proved to be unsustainable headwinds for the company to take on, considering its significant debt related to a 2011 private equity leveraged buyout that took the company private. But a lack of cultural relevancy predated, or perhaps in part precipitated, those rocky financials. Both longtime creative director Jenna Lyons and CEO Mickey Drexler left the company in 2017. The era of the day-to-night statement necklace was over, and it seemed like American culture had read J. Crew its last rites, too. But after J. Crew emerged from bankruptcy in late 2020, it began a period of business stabilization that included the internal hire of its new CEO Libby Wadle from sister brand Madewell (she was at J. Crew before that, too). Like weve seen with Gap, which has followed a remarkably similar trajectory back into our social media timelines, resurgent companies first have to reestablish a sound organizational and business foundation to build from. Then, following that lag, the brand can bring in new creative talent on the second floor, which garners a consistent point of view, public-facing attention, reestablishes cultural relevance, and positions the brand for growth. (Enter Collier.) [Photo: J. Crew] J. Crew’s new breakfast club The brief for a campaign that focused on the rollneck sweater originally came from Wadle. The garment design itself is trademarked to J. Crew, so its a style that the company figuratively and literally owns. Its an icon of our brand Collier says, but until now it was really on an if-you-know-you-know-basis, she adds. Wadle wanted to better own it in the public perception. This plugged into the broader branding challenge Collier took on since she arrived at J. Crew. Heritage and nostalgia are important parts of J. Crew’s brand perception, and its shoppers value those qualities. But how do we translate heritage through a fresh lens, and what do we stand for? Collier asks. he ads goal was acquisition. We wanted to introduce this sweater that has been so beloved in our world and our existing customers’ world for so long, she says. While the womens version has been updated for a more boxy, cropped fit, the mens sweater is exactly the same as the 1988 original. How do we introduce it to a new generation of Americans? Collier recalls asking at the start of the campaign. It began with talent: J. Crews new breakfast club. For me, it’s always proven to be a very powerful lever in acquisition and news and everything, says Collier. I always think about what makes sense for people, but what is also unexpected. You never want to cast talent that is obvious, but you also never want to cast talent that feels like a straight up endorsement. Each cast member represented a different slice of American style, and pulled a different audience. Skinner represented a new gen of American prep; Rogers western Americana; actor Rome Flynn as the young Hollywood drama kid, actor Dominic Sessa the literary intellectual. We are an American brand, and they all bought their own version of American style to a collective that makes up the cast, Collier says. The entire cast is also hot and cool, which historically helps a lot, in terms of selling aspiration via attainable clothes. [Photo: J. Crew] Rollneck, roll deep The campaigns visual choices worked hard to bridge the gap of old and new. It’s a strategy of heritage revivalism that requires a balance of nostalgia and cultural relevance. The ad is set to The Thes 1983 song This is the Day, which was also blasting on set during the shoot. Collier sees the song as both optimistic and future facing (This is the day, your life will surely change), but also nostalgic. She brought in prop stylist Andy Harman, a connoisseur of found objects and J. Crews sensibilities, to source a specific model of lacrosse stick Skinner holds (J. Crew declined to share the exact model), as well as the other 80s and 90s era props you see. Collier also brought on photographer Ian Markell after seeing his work in GQ, saying he understands a modernization to nostalgia. And then they shot with real film. The expense of it is insane, but it was important that we use real film and that we didn’t just put a filter over it, Collier says. There were things that we wanted to remain really authentic to what we were trying to put out. As a company, we are very inspired by our heritage, and we also recognize that nostalgic element to our brand is what a lot of people want from us, says Collier. The challenge for us is how do we look back to look forward? How do we take that amazing heritage, that incredible nostalgia that gives you a feeling of comfort and familiarity and evolve it and push it forward? [Photo: J. Crew] The resulting campaign is fun. Actually fun. Collier referenced John Hughes’ movie the Breakfast Club: each character had an individual role, but it really about the collective of all of them. Set against a light gray background that reads ’80s print ad but could be anywhere, the club kids laugh, dance, and twirl, rollerskate and skateboard, bang on drums, eat Chinese takeout, hang on pull up bars, and make calls on an old-school wired phone. Who knew you could be so buzzy and carefree in a sweater and collared shirt? “I’m very much someone who goes by gut 90% of the time,” says Collier. “I can just feel when something is right, and when I saw the characters on set and they were playing that song I literally almost got tears in my eyes. It sounds so corny, but I was like, this just feels so right in this moment right now.” J. Crew’s new American prep isn’t represented by some waspy buttoned-up country club scene or the empty consumerist excess of ’80s era yuppies. It’s not channeling quiet American luxury either. J. Crew’s sensibilities might have some Venn diagram overlap with all that, sure, but the styling and tone of Collier’s first big campaign suggests an easy, everyday approach to American dressing that’s scholastic and polished but also spirited, playful, and unencumbered. You can’t help but think the cast is hanging out later. The rollneck sweater is just a sweater, but the campaign made buying it an approach to American living and style, too. That’s marketing, baby. Buy this sweater, Skinner said, reading an online review in a campaign video. Wear it. Inherit a lighthouse. Find peace. Rollneck? Roll deep. Thats it. The brand is in on the joke about its perception, a quality that Skims also had (see its nipple bra ad, for instance) that made it more shareable as a piece of soft marketing content, rather than a hard sell ad. As Skinner himself recently said, Cringe is so back. [Photo: J. Crew] 360 campaign, zero stock To feel authentic, brands need to meet consumers where they are. For a brand looking to tap younger audiences, that means rolling out a distribution strategy that captures attention spans by blanketing our social feeds. At Skims, the way that I would approach these types of briefs was really to think about: You can’t just do one thing, says Collier. You have to do everything all at once, at the same time, and that’s how you create impact. The blanket-everything strategy has a marketing name: a 360 campaign. Coming from my background at Skims, when we approached things like this, we would always hope for the virality, and if you’ve got the product right, and you’ve got the campaign right, and you’ve got everything else right, it should create a degree of virality that we’re now starting to see on TikTok, says Collier. TikTok is flooded with try-on videos of the rollneck, with some pushing a million views. I knew the ad was doing the devils work when a content creator who posts de-influencing videos to curb the bad habits of likeminded compulsive clothes shoppers crossed my feed to tell me you dont need the J. Crew 2025 Rollneck Sweater (which now has almost a million views). [updated links] Then, the ad got her too. Maybe I do need it. I walked into my local J. Crew store in New York City and hovered by the rollnecks table. There were a couple of low stacks, and some sizes were sold out. Three different women asked about sizing, tried on, and/or purchased one within five minutes of my being there. Ivory seemed to be the most popular color. The sales associate told me theyve been selling all day and the navy multi-color stripe is on two-month backorder. Our challenge right now is let’s make sure we are able to feed this demand, says Collier. But I think when you see the commercial success, you see the acquisition numbers, and you see the engagement growing across Instagram and TikTok, it’s all working together and it’s all feeding off itself. It’s kind of what I mean when I say for these types of things, you kind of have to do everything all at once at the same time. Collier and her team actually started with the tagline the rollneck generation. After a lot of back and forth, they ultimately added new. Because of J. Crews history, she felt that newness needed more emphasis. What I’m looking for is a signal that this is not the dawn of a new day by any means, but that this is something new and that this is a new perspective on a classic style. Though Collier says its not sustainable to run 360 campaigns for everything, the new rollneck generation offers some indication of what consumers can expect from a new J. Crew.
Category:
E-Commerce
All news |
||||||||||||||||||
|
||||||||||||||||||