To use AI or not to use AI, that is the question.

Let’s hope things work out better for you than they did for Shakespeare’s mad Danish prince with daddy issues.

But let’s add a twist to that existential question.

CMI’s chief strategy officer, Robert Rose, shares what marketers should really contemplate. Watch the video or read on to discover what he says:

Should you not use AI and be proud of not using it? Dove Beauty did that last week.

Should you use it but keep it a secret? Sports Illustrated did that last year.

Should you use AI and be vocal about using it? Agency giant Brandtech Group picked up the all-in vibe.

Should you not use it but tell everybody you are? The new term “AI washing” is hitting everywhere.

What’s the best option? Let’s explore.

Dove tells all it won’t use AI

Last week, Dove, the beauty brand celebrating 20 years of its Campaign for Real Beauty, pledged it would NEVER …