Generative AI: The Double-Edged Sword of Originality

Generative AI? If that's a new one for you, think of it as artificial intelligence but with a twist. It doesn't just think, it creates. But here's the rub: it's still not as culturally savvy as us mere mortals. It can produce, but it needs a human touch to be, well... human.

​And who needs humans? We all do. Especially brands, businesses, and anyone who doesn't want to sound like a broken record.

Move over tech nerds, AI ain't your toy anymore. It's here, and it's taking over the sandbox.

These AI tools are popping up faster than a cat video goes viral. Some are freebies, others come with a price, but trust me, none will make you sell your grandma's jewelry. We're talking game-changing stuff here, without breaking a sweat.

Take ElevenLabs, for example.

ElevenLabs is at the forefront of this AI revolution, mastering the art of turning text into top-notch, human-like voiceovers. What used to cost you a Benjamin, now costs you a cup of joe. Sounds like a good deal, right?

But hold on! It's not all sunshine and rainbows. Time to talk about Trikko and their stumble into the AI rabbit hole.

The Trikko Tale: A Case of Deja Vu

Trikko, for those not in the loop, is a brand that makes clothing for the wild at heart. They've been cooking up some sweet, sweet content for TikTok that got folks talking. But here's where it gets sticky: Their AI voice sounded eerily familiar... because it was the default from ElevenLabs.

Here's the real punch to the gut: Other brands caught on and started using the same AI voice. Worse, they started throwing shade at Trikko while tooting their own horns. Check out these couple of "flattering" copies:

Now, the lines are so blurred you'd think Robin Thicke was singing about AI voices. If you listen to those videos, good luck telling which brand is which. Trikko, in its eagerness to embrace AI, left itself wide open to identity theft.​

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Keeping Your Brand Identity Safe in the AI Era

Here's the thing: Using AI isn't the problem. The issue is taking the easy route and using the factory settings. It's like wearing the same shirt as everyone else at the party.

The solution? It sounds simple, but it's easier said than done. Brands need to create their own unique AI voices, like adding spices to a recipe.

This isn't some distant sci-fi dream. It's happening now, in communities like Stable Diffusion where folks are pushing AI to its limits.

Check out for example civitai.com (be careful lots of NSFW stuff...). Stable Diffusion enthusiast spend weeks on finetuning models, creating new ones, merging existing ones and sharing them with the community. This way they can create something truly unique and defendable.

Some of them also have their own unique style.

I argue, that those who can skillfully mold AI, create workflows that aren't easy to duplicate will become the MVPs for brands. In this new reality, having your own AI voice is as important as your logo or your mission statement. The key to success is blending AI power with a distinctive identity.

Where do these people hang out?

I have three places in mind: CivitAI, The Dor Brothers community and the Stable Diffusion subreddit. Make sure you check these out to get some inspiration.

And don't forget to stay original while you play with AI.