Naima Fatema

Like they were the OG.

They're the blueprint.

I think the consumer right now feels really under threat.

You know, people feel really sensitive towards AI because the reality of it is there is this unknown and this –

fear that the AI robots are going to take our jobs.

And I think some industries, that's very valid.

You know, the use of AI creators, this doesn't seem to be resonating because to your point, Naima, it's looking at it going, well, you have this amazing team, you have this wealth of people who can give recommendations.

Why are you forfeiting that?

I think people just aren't ready for it yet.

And when you look at the broader industry, it is really interesting seeing this trend of big businesses almost trying to challenge this AI slop or this visceral response that people go, is this AI?

Like everyone's living in doubt now.

Like online, I'm looking at someone going, is this AI?

That's what I'm asking, right?

And I wanted to bring up this Instagram page that I follow.

I don't even know if I follow it.

I think it was actually just fed into me because I'm consuming so much marketing content.

But it's at Breaking and Entertaining Media.

And there was an IG post on it.

And the headline was, brands are releasing behind the scenes videos on their ads to prove they didn't use AI.

And the caption was, is human craft the new luxury?