In the AI era, strategy and production must merge to avoid generic content, as brands face backlash over hollow output.
AI changes content creation dynamics
A survey by Ahrefs in September 2026 found that 93% of marketers use AI to create content, highlighting a shift in how content is produced and valued. At the same time, Brandwatch noted a 200% increase in negative feedback about generic, mass-produced content, often called "slop" by internet users.Shift in strategic planning roles
Fifteen years ago, strategic planning was mainly handled by large agencies, which dictated brand strategies before passing the task to creatives and producers. This created a compartmentalized workflow, with each stage operating in isolation and with limited communication between them.Decentralization of planning expertise
The rise of freelancing, especially during the pandemic, has changed this model. Now, planning expertise is not confined to a single department but is used wherever it adds value, whether in brand campaigns, documentaries, or podcasts. This shift allows for more flexible and integrated planning across different projects.Evolution of strategic thinking
Strategic thinking is now shaped through collaboration between advisors, creators, producers, digital experts, and clients. Each role contributes insights about usage, formats, and production constraints. A strategy’s value is measured by what it enables in production, not just by its intentions.Changing expectations from clients
Clients have recognized the need for strategic input at every stage, including production. They now expect production to be not only well executed but also reasoned, with clear objectives and structures. This has transformed the producer’s role from executing a storyboard to translating a strategy into concrete production decisions.Value in arbitration, not just production
With AI making content production easier and more accessible, the real value lies in deciding what to produce, why, and for whom. This requires human judgment in clarifying problems, identifying brand uniqueness, and making choices that align with strategic goals.New economics of collaboration
When strategy and production work together from the start, projects can shift from a case-by-case approach to a more integrated device logic. This allows for better coherence and budget efficiency, as clients benefit from a unified editorial calendar and shared resources.Future of decision-making in production
The rise of AI challenges traditional models where production is separated from strategy. As production becomes nearly free, the key differentiator between brands will be their ability to discern what not to produce. This decision-making process must now be shared across the entire chain, rather than confined to a single stage.
