Jason Ippen — Vice President of Brand Strategy and Content, Georgia-Pacific
Published:
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 talent be able to build that same judgment, or will they become reliant on AI to the detriment of that? And I think that’s a big hurdle looking forward that we think we’re gonna have to overcome.
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-the-people-that-we-have-working-on-the-tools-today-developed