The Arrival

Brands have long built their identity on controlled messages, but generative artificial intelligence is upending that approach in depth, and paradoxically offering them an unprecedented opportunity.

Beyond algorithmic consensus, the deepest change comes from users themselves: search becomes conversation; the user refines a request, picks up on the AI's answers, and gradually builds a line of reasoning… until, with ChatGPT, a newspeak takes shape, made of expressions, codes, and things left unsaid.

We talk about prompt engineering, but we should simply call it the Esperanto of AI: a language spoken by 1 million people in 2022, and by 400 million today.

The emergence of a language, though, does not reduce to a set of grammar rules. It is the foundation of a new culture. And like any culture, it imposes its references, its customs, its unspoken assumptions.

Brands, if they want to be adopted, will have to understand those codes quickly. A unique opportunity to explore new territories of expression, to strengthen the bond with their audiences, and to treat generative AI as a strategic lever.

In short, the challenge for a brand is no longer to protect its DNA at all costs, but to keep it alive, and to make sure it speaks with accuracy and coherence in these new spaces.