For decades, one of advertising's biggest competitive advantages was the ability to create better creative . A better film. A sharper headline. A more memorable visual. A campaign idea competitors couldn't easily replicate. AI is changing that equation. Today, a marketer can generate dozens of images, videos, headlines and variations in a fraction of the time traditional production would require. TikTok is already integrating generative video and AI-powered creative tools into its advertising ecosystem, while its newer Symphony Agent can help develop creative, discover creator content and identify relevant creators. Meta is also pushing AI deeper into advertising, from creative generation to campaign optimisation and ad ranking. The result? Creative is becoming easier to produce, easier to scale and harder to differentiate. And that creates a much bigger question: When everyone can create the ad, what makes the brand recognisable? The coming problem isn't bad AI creative...