If everyone's using the same AI tools with the same inputs, doesn't everything start to look the same? It's the question Matt Wurst put to Isobel Roberts — and her answer might be the most important thing brand leaders hear all year. The brands that win in the AI era won't be the ones who move fastest. They'll be the ones who built their sandbox first: brand voice, historical performance, negative prompting and all.
Brand, it turns out, might be the last real moat.
