Jason Ippen — Vice President of Brand Strategy and Content, Georgia-Pacific
Published:
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 improves, the person framing the question becomes the bigger source of error, not the tool.
What does Jason Ippen say on The Agile Brand with Greg Kihlström?
Jason Ippen, Vice President of Brand Strategy and Content, Georgia-Pacific, says: Jason Ippen of Georgia-Pacific explains how brand stewardship should be an offensive strategy in the age of AI, emphasizing the need to protect distinctiveness and deploy human judgment where it matters most. He argues for front-loaded creative judgment, disciplined consistency, and intentional talent development as countermeasures to algorithmic homogenization and the cumulative erosion caused by countless small optimizations.
From: The Agile Brand with Greg Kihlström
Cite as: Jason Ippen. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/jason-ippen-and-then-a-big-one-is-framing-the-question-in-the-first-plac