Jason Ippen — Vice President of Brand Strategy and Content, Georgia-Pacific
Published:
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 signals. So now more than ever, we have to defend and reinforce what makes us distinct. That’s the real job today.
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-if-you-let-algorithms-tell-you-what-to-say-or-influence-ho