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The interesting story in AI right now isn't the technology. It's the gap that's opened between two kinds of brand: those using AI to do the same work cheaper and faster, and those using AI to do better work than was previously possible. The first group is producing a lot. The second group is winning. Getting to that point has taken a couple of years of collective learning, some of it painful. Here's where we are, what we've picked up, and where things are heading.

Most brand guidelines were designed for a finite world. A campaign, a homepage, a print ad, a handful of executions, all approved one by one. AI changes the equation entirely. A capable team with the right tools can now produce a thousand executions before lunch and still have time for a coffee. So the real question isn't whether AI can scale your brand, it's whether your brand can hold its shape when it does.

Your buyers are researching, comparing, and increasingly buying from inside an AI assistant. The only question left is whether it gets your business right when the deal is decided.

I wanted to question a sentiment I keep hearing from clients whenever we discuss AI and agents. It usually arrives as a version of the same question: what will the world look like in three to five years, and how do we prepare for it? How do we plan for a future web?

Agentic content generation lets you be relevant on every page a customer might land on, at a cost that no longer scales with your ambition.

Comprend's brand strategist Ulla-Karin Barrett returns to Malmö with her always-in-demand "Best of Cannes" session sharing highlights from the Cannes Lions Festival.

Comprend's brand strategist Ulla-Karin Barrett returns to Stockholm with her always-in-demand "Best of Cannes" session sharing highlights from the Cannes Lions Festival.

Have you ever wondered how much your website is really saying about you? Not just the words on the page but the accessibility gaps, the broken links, the security headers nobody checked, the cookie banner that doesn't quite do what it claims, and the tone of voice that drifts a little further from your brand with every new page someone publishes.

Most B2B brands are talking on social media. Very few are listening, responding, or making space for people to belong. There's a difference, and it's costing them.