Move 37: The Day AI Proved It Could Be Creative

About this episode

Jon and Peter discuss how to prevent brand death in the synthetic era and the impact of AI on creativity in marketing.

Marketers keep talking about brand building — meanwhile, half of today’s brands are quietly dying. Jon and Peter are here to stop the funeral. This week on Lab Grown Marketing , the guys break down how to avoid brand death in the synthetic era — why it happens, what causes it, and what the top 1% are doing differently. We open with Move 37 , where Jon shares the story of how AI beat the world champion of Alpha Go and explains the shift from making “one ad” to making “infinite ads.” Peter argues the old model wasn’t just slow — it was creativity-blocking. Yes, there are framework jokes. In From the Feed , Jon and Peter dissect the internet’s latest identity crisis: brands acting like people, people acting like brands, and why the line keeps getting blurrier. Then, in Million Dollar Data , Jon shares new findings showing that most “breakthrough” assets aren’t novel — they’re consistent. Peter walks through why repetition remains the most underrated growth lever in the synthetic century. We wrap with this week’s Synthetic Salon , where the guys tackle the real question: How do you keep a brand alive when everything is changing? The rules are simple, the execution isn’t — but the…

People in this episode

Hosts: Jon, Peter

Topics covered

• brand building
• AI creativity
• marketing strategies
• brand identity
• data analysis

Keywords

• Move 37
• Alpha Go
• infinite ads
• brand identity crisis
• breakthrough assets
• repetition

Mentioned in this episode

Books & works: From the Feed

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