🗿 A Breakdown of OpenAI’s Rebrand, Elon Releases Grok-3

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GM. OpenAI is doubling down on marketing, X is rolling out Grok-3, crypto drama is in full swing.

OpenAI’s latest marketing campaign unlocked a lot of thoughts and feelings around “The Intelligence Era” — where we’re at with AI, advertising, human creativity, technology, art, expression, + where we’re going.

Without Further Ado. ☕ *knuckle cracks* ☕ Let’s get into it.

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The good news: OpenAI’s $14M Super Bowl spot was entirely made by humans. Or more specifically, it was made by humans who leveraged tech that likely included aspects of automation and artificial intelligence – but none of the ad itself used AI-generated content.

I don’t think we’re anywhere near a world where an award-winning ad spot can be generated solely through creative direction. It’ll always require teams with specialized skillsets to produce something impressive. I’ll explain why below.

First, it’s important to note OpenAI had a brand refresh this month.

Love it or hate it, the rebrand was done in collaboration between OpenAI’s in-house design team and two indie Euro studios – Dinamo and Studio Dumbar. A quick LinkedIn search tells me both companies sit under 50 in-house employees.

Very very interesting. So let me get this straight:

The largest AI company in the world (besides Apple and NVIDIA) just hired two indie design studios for a 9-month collaboration, spending $14M on a single spot, using zero AI-generated content.

And you’re worried AI is going to take your job?

AI amplifies what you are. If you are lazy and untalented, AI will make you more lazy and untalented. If you are motivated and gifted, AI can amplify that too.

If you are a really good guitarist, you don’t need a computer to play guitar well.

However, a good guitarist can use a computer to improve their craft. They can access a global library of infinite resources in seconds, leveraging tech to practice faster and smarter.

Someone who doesn’t know how to play guitar might want to use a computer to learn how to play, or create a sound they like.

In theory, anyone in the world can play guitar with a computer. But they'll never sound as good as a real guitarist. They will be limited by the confines of digital realms.

Computers can’t play off acoustics and intonation and timbre and rhythm in the same way a real nuts and bolts guitar can.

The same goes for using AI. And all forms of art and creativity / production / product building.

Great engineers use automation and AI to move faster. Those who don’t know how to code can now create code, but their outputs remain slow and mediocre and limited.

I just met a team in our office trying to build a real app inside their company leveraging Replit, V0, Cursor, and GPT (they don’t know how to code) and they’ve been hitting a wall. Many such cases.

By comparison, a talented engineer can build something 10x better 10x faster for 1/10 of the cost.

We are entering a golden era for talented creatives and engineers. Perhaps this will exacerbate the talent gap and meritocracy will propagate inequality to the point where institutions will have to intervene and offer purpose for the mass majority.

But I do envision a brighter future, one in which the most creative minds of highest agency can realize their infinite imagination — and the rest of humanity can return to what we humans know best, a love of family, knowledge, and leisure.

What we’re reading

• Musk Debuts Grok-3 AI Chatbot to Rival OpenAI, DeepSeek

• Ethereum Falls as Crypto Exchange Bybit Confirms $1.4 Billion Hack

• Startup Together AI Valued at $3.3 Billion as AI Demand Grows

• Alibaba Ramps Up AI Spending in Pursuit of AGI

• We’re launching a new AI system for scientists.

• A.I. Is Changing How Silicon Valley Builds Start-Ups

• Microsoft builds AI that creates ‘impressive’ video-game worlds

• SEC acknowledgment of 3 spot XRP ETF filings could trigger rally to $6

• Argentine President Milei facing impeachment calls after promoting cryptocurrency whose value has tanked

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