Who signs

For years, brands built purpose as if they had a soul. They said something, sustained it over time, signed it with their name. Authorship mattered because it implied responsibility.

Generative AI writes, designs, composes and creates. It does it well and increasingly better. The debate about whether it's art or not is the wrong debate. The real question is who signs — and what it means to sign something when you don't know exactly how it was made.

Brands using AI to produce purpose content without understanding this are signing blank checks. The consumer doesn't need to know how it was made. But they do need to believe that someone took responsibility for what it says.

Purpose without authorship is decoration.