Reader,

We're hurtling towards all business owners looking, and sounding the same at a dangerously fast rate.

The beigification is well underway.

I blame AI.

It wouldn't be a stupid assumption to think most marketing material in 2026 is being passed through ChatGPT or Claude.

Scroll through social media.

You'll notice everything looks, and feels the same.

Instagram video content is all structured similarly. Every Youtube video has identical structured introductions. Linkedin posts all have a familiar flow.

You'll also notice fanny smart-arses claiming to be AI generated copy experts.

Firstly, who gives a toss if you can spot AI copy. It means nothing.

Secondly, using rhetorical devices doesn't guarantee AI usage. Lists of threes, contrasts, and em dashes are legitimate writing tools.

AI uses them because it's trained on massive amounts of writing. It didn't just make them up from thin air.

AND that same training data is why everything is starting to look like my childhood dinners.

Beige, beige, beige.

Get this: There's an agency owner famed for 'making brands stand-out', and by all means he seems to do a thoroughly good job. He isn't a cookie-cutter marketer, and some of his campaigns are seriously impressive, and some-what unique.

But his Youtube videos are bland. They are a chip off the Hormozi chopping block.

They sound generic. They use the same introduction patterns as everyone else. They look and feel the same as every other marketer.

I can all but guarantee the scripts are amended by an AI tool who has been given instructions to make them like Hormozis videos.

And that's boring.

Yes it might work today. But over time the efficacy will decrease.

Because as AI raises the bottom of the barrel to meet the middle of the pack, it will become even harder to distinguish who to take your business to.

The ones who will win, will be:

1) Developing a unique standalone style of messaging. Being contrarian will be key.

2) Offering a no-brainer offer to a clearly developed well defined avatar.

3) Investing in paid ads to guarantee your target market sees your no-brainer offer. As social platforms get flooded by more people posting more regularly (thanks to AI) organic social media will become even more useless. Paying to reach prospects will be vital.

If you want to be ahead of the curve, you can apply to work with us here.​

We'll detail your target market, refine your messaging, rework your offer, and build a medium that allows you to essentially buy customers.

All without endless social media posting, and other time-suck marketing tactics.

Again, you can apply to work with us here.​

Stay colourful,

Connor Benham

—CWB