Observed Signal · Jun 24, 2026 · Interview · Source: The Drum · Impact: 2/5 · Sentiment: Neutral
Brand equity is the real AI risk, says Meghan Gendelman
Meghan Gendelman, who leads B2B marketing at Canva and served on The Drum B2B Awards effectiveness jury, warns that the real risk from AI in marketing is erosion of brand equity when speed and volume crowd out human judgment. She argues AI has created a 'content factory' but that human judgment remains essential to preserve a brand's identity and emotional resonance. Citing research that seven in 10 consumers find AI-generated advertising lacks soul, Gendelman says brands that prioritize short-term performance at the expense of top-of-funnel brand building are 'borrowing against equity.' She predicts that by the end of 2027, brands that retained their identity through the AI content surge will have measurably separated from those that chased volume. Gendelman also defends multi-channel strategies and the emotional complexity of B2B buying.
Expert commentary from a major MarTech brand highlights strategic risks and priorities (brand equity, human judgment) as AI scales content — relevant to marketers' content and measurement strategies but not an industry-shifting technical or policy event.
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Key Takeaways & Evidence Grounding
- Meghan Gendelman leads B2B marketing at Canva, overseeing brand strategy, demand generation and go-to-market for business audiences.
- Gendelman served as a juror on the effectiveness jury for The Drum B2B Awards.
- She said AI has created a 'content factory' for marketers and warned the main risk is when speed crowds out human judgment.
- The article cites research Gendelman referenced that seven in 10 consumers believe AI-generated advertising lacks soul.
- Gendelman predicted that by the end of 2027 brands that preserved their identity during the AI content surge will separate measurably from those that chased volume.
Connected Companies & Entities
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Humans Remain Essential in AI-Powered Marketing
At an ADWEEK House Cannes Lions Marketing Vanguard roundtable co-hosted by Treasure AI, senior marketing executives argued that AI amplifies human productivity but does not replace human judgment, taste or authenticity. Panelists — including Treasure AI's Rafa Flores, Grindr's Tristan Pineiro, TD Bank U.S.'s Jennie Platt, Mattel's Roberto Stanichi and Realtor.com's Mickey Neuberger — said speed and AI-enabled execution are now baseline capabilities, while deciding what to prioritize, delivering empathy and preserving brand authenticity remain distinct human responsibilities. The conversation also framed the CMO role as expanding to design end-to-end customer experiences and to help organizations navigate AI adoption, balancing data-driven signals with experience and instinct.
Marketers Trust AI to Buy Media, Not Build Brands
Marketing leaders are increasingly using AI to automate programmatic media buying, bidding and creative iteration, but remain cautious about letting AI define brand meaning, voice or core creative strategy. Executives from agencies and brands — including Motto, Ally Bank, Duluth and Mondelez — say AI is valuable for efficiency and scale (bidding, brainstorming, asset scaling) but that human oversight is required for brand insight and messaging. Consumer research cited (Canva’s 2026 report) shows mixed sentiment: many shoppers accept AI-driven relevance but a larger share prefer human-made ads. Platform vendors such as Google and Canva have released AI marketing tools, yet adoption for full creative ownership remains limited across marketers.
AI Risks Creative Monoculture; Brands Must Differentiate
Phillip Lomax, EVP of Business Development at media testing firm MediaScience, warns that widespread use of AI in ad creative risks producing a “creative monoculture” where ads blend together and brands become forgettable. Lomax cites MediaScience measurements showing weak performance across many B2B ads and a study finding audiences dislike detectable AI audio. He argues that distinct brand assets (e.g., McDonald’s Golden Arches) and disciplined brand fundamentals are the primary defenses against homogenized AI-generated creative. Lomax recommends treating AI as a tool governed by brand objectives and predicts a bifurcation of digital platforms into human-centric, trust-focused experiences and fully synthetic experiences.
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