Jason Ippen
Vice President of Brand Strategy and Content at Georgia-Pacific
Expert insights
- If you let [algorithms] tell you what to say or influence how we come to life, they’re gonna make us sound like everyone else because they’re pointing every brand at the same si...
- Where humans stay essential is deciding whether an idea is right. I mean, taste really matters. Brand stewardship matters.
- And then a big one is framing the question in the first place. So these tools will confidently answer whatever you ask, including bad questions or bad directions. So as the tool...
- The bigger risk is making lots of small changes, each one justified by some data, or data point, but they don’t all reinforce what makes us distinct. So we worry if we optimize ...
- The people that we have working on the tools today developed their judgment doing work that we are now handing over to AI. So that’s a question for us is… will more junior talen...
- Stewardship used to sound sort of defensive. I think in this world it’s offense.