At The Gathering in Banff last week, the conversation about AI and creativity got uncomfortably real… in a human kind of way. In a refreshingly candid panel discussion on day one, a diverse group of practitioners veered away from the pure celebration of new tools and predictable optimism about productivity. Instead, this conversation gave airtime to the realistic creative risk that many would rather ignore.
We are at risk of flooding the world with “AI slop” was the runaway headline referring to vast amounts of undifferentiated content that can erode trust and dull brand identity.
Throughout the week it was made clear that this wasn’t a fringe fear. It was a recurring theme that came up all week from practitioners actively deploying AI at scale.
Some overarching practical takeaways about the subject are outlined below.
Scale as the potential enemy of distinction
AI can generate 100 variations of anything — but an undifferentiated campaign, multiplied, is simply more forgettable content faster. As one speaker said implicitly “If the brand does not lead, AI defaults to generic.”
The Gathering is a distinctly Canadian event and there was a real sense of pride about the fact that Canadians have built global reputations for clear cultural storytelling. We simply cannot afford to outsource that unique national angle to trained averages.
Governance must protect the soul of the brand, not just its data
Process discipline isn’t only about security and compliance. It’s about editorial containment which ensures that experiments align with brand tone, craft, and emotional intention. Proper guardrails can help AI become a force multiplier for authenticity. Without it, we end up in a downward spiral moving from an intention of efficiency that spurs volume which leads to clutter and ultimately invisibility.
Canada has the opportunity to turn governance into a creative quality system instead of just another legal obligation.
Authenticity is measurable — and increasingly fragile
One example from the panel was especially telling: a technically impressive AI-driven sports campaign that faltered utterly the moment the audience learned how it was made. The moral of this story was that people don’t buy capability but rather they buy connection.
As an example, in gaming (now a primary cultural venue), if brands show up inauthentically, they are rejected instantly and visibly. AI may open new arenas, but the audience still decides the terms of engagement.
The Canadian imperative
Our competitive advantage has never been output volume. It has been integrity of message. This has principally rooted in culture, context and nuance.
If we allow speed to overshadow distinctiveness, we risk:
- Losing the human insight that defines us
- Treating audiences as endpoints rather than collaborators
- Confusing presence with impact
AI can scale craft. But it can also rapidly scale mediocrity.
Our job now is to design for the former and protect against the latter.
IAB Canada remains committed to helping the digital advertising industry harness AI technology responsibly and effectively. Through recently published resources like The Future of Search Advertising is Conversational: Are You Ready? and AI Use Cases for Digital Advertising, IAB Canada is equipping marketers with the insights, tools, and ethical frameworks needed to navigate this new era with confidence. As AI reshapes how we connect with audiences, we invite you to join IAB Canada and be part of a community leading the charge toward smarter, more transparent, and impactful digital marketing.