When OpenAI released ChatGPT to the public, the text generator made a clear case for the sheer disruptive force of AI – making it apparent that such technology will change the way we experience information and engage with brands. But major challenges remain before AI elbows humans out of the way.

Since her introduction at the beginning of 2023 on Chess.com, Mittens the kitten has fuelled a boom in new chess players, driving more people to play than even The Queen’s Gambit. AI is being used to add a sense of novelty to the game, increasing access to a once closed-off world.

Coca-Cola’s partnership with Bain & Company and OpenAI asked digital creators to work with generative AI to create branded imagery. With interest and concern around AI technology swirling in equal measure, creative, personalised marketing content could be a low-stakes entry point for brands.

Many brands recognise that evoking laughter is a sure-fire way to get people’s attention – but that’s easier said than done. Canvas8 spoke to Caleb Warren, a marketing professor at the University of Arizona, to learn about the difficulties of using humour in ads and how this impacts brand loyalty.