The question every marketer is quietly asking — Isobel Roberts said it out loud on a panel at South by Southwest 2026: Is brand dead?
Her answer: "I think she'll be okay." But what follows is the real conversation — about where we actually are in the AI era, why "AI is coming" is old news, and why bad creative has never needed AI to be bad. It's always just been bad.
This is the clip that sets the whole episode up. Start here.
