Brand and IP in the Age of AI

I’m gonna date myself a bit with a reference to my all-time favorite TV series, but— Remember how in the final season of Buffy the Vampire Slayer, Buffy realized the only way to defeat the First Evil was to make every potential slayer an actual slayer?

Well, that’s pretty much what’s happened to the entertainment industry, and this great piece by Eriq Gardner over at Puck News highlights a great example.

Major labels, networks, and studios, which have led for decades, now find themselves competing with independent creators. Creators who spend next-to-nothing on content while engaging Super Bowl-level audiences daily.

As traditional companies remain stubbornly conventional, audiences are flocking to platforms where creators are using tech to connect more personally with fans while delivering more authentic and timely content.

The creator economy is projected to grow 92% (from $250B - $480B) by 2028. But I think AI will pour rocket fuel into that growth engine. Especially since AI is about to give every potential creator serious superpowers. Soon, spinning up an AI team to support content development, production, marketing, and audience engagement will be as easy as signing up for Netflix.

So, what role do labels, studios, and networks play in this new world?

AI is creating serious existential problems for an industry still reeling from the fallout of the Streaming Wars. But the IP issue is easily one of the most urgent—considering it’s arguably the most valuable thing the majors have left.

But, a quick glance at TikTok or YouTube reveals how the new generation feels about IP. My YouTube home page is filled with AI-generated videos like "AVENGERS - 1950s Super Panavision". And they're quite good!

Is fighting creators or trying to slow technology's progress really the answer? Billions are spent each year on “brand protection,” but how is that sustainable in a creator-driven economy supercharged by AI?

Maybe the better approach is to stop fighting creators and start SERVICING them.

We have the tech to build dynamic, AI-enforced licensing models. Instead of limiting IP usage, companies should use AI to open their IP to creators, empowering them to expand its reach and use it in innovative ways.

AI can monitor IP use in real-time, ensuring compliance with licensing terms while identifying collaboration opportunities. Instead of spending billions to stop fans from doing what they’ll do anyway, why not turn potential infringements into revenue-generating collaborations?

There's no putting the genie back in the bottle. The autonomous AI workforce will emerge sooner than most anticipate, bringing exciting possibilities with it.

But to thrive in this future, companies—and the entire entertainment industry—must build the infrastructure to support it.

It's no small feat, but achievable with a sound strategy in place.

How is your company approaching this challenge?