Perfect is boring. In the age of generative AI, where polished content can be created at the push of a button, weird is the new currency of attention.

Too many brands use AI to automate sameness—generic visuals, formulaic copy, lifeless campaigns. But the savviest brands are leaning into AI’s quirks. They’re using it not to sanitize creativity, but to spark it.

We’re seeing surreal AI-generated visuals go viral. Brands experimenting with absurdist humor, playful randomness, and interactive AI experiences are standing out. Why? Because audiences crave content that feels fresh, surprising, and human—even when it’s machine-assisted.

Here’s the opportunity: embrace AI as a creative collaborator, not a corporate copy machine. Feed it unexpected inputs. Let it riff. Curate and edit the outputs, but leave room for the delightful imperfections AI can surface.

The human touch is still essential. Brands need strong editorial direction to ensure AI outputs align with their tone, values, and voice. But when used playfully and provocatively, AI can help brands explore new creative frontiers.

And there’s a deeper cultural shift driving this. In an era of mass-produced content, originality is scarce—and valuable. Audiences respond to brands that show creative courage, even if the results are imperfect.

So don’t just use AI to speed up content production. Use it to experiment. To get weird. To surprise your audience. Because in 2025, the brands that embrace imperfection will feel more human—and more memorable.