Without Context, AI Builds Soulless Brands, Says Dellorto
Deskfy's founder discusses how a lack of processes weakens creative briefs and leads to cookie-cutter AI communications.
Victor Dellorto examines why structured creative briefs are essential to marketing management and explores the limits of artificial intelligence in building brand identity. In a discussion on processes and technology, he highlights why automated volume ultimately elevates human creativity.
Victor Dellorto, founder and CEO of Deskfy, spoke with Bruno Gimenes on Marketing - The Podcast about the importance of clear marketing workflows, the role of creative briefs in filtering requests, and the impact of artificial intelligence on brand consistency.
The excerpt is part of a broader podcast discussion covering various facets of leadership and management. In the video above, Dellorto and Bruno delve into how streamlined processes and centralized brand guidelines drive operational success.
Creative briefs as a filter for maturity and intent
Developing creative briefs is often seen as a basic operational step, but Dellorto points out that simplicity requires rigor to be an effective management tool. In analyzing corporate workflows, Dellorto emphasizes that triaging incoming requests quickly exposes tasks that lack strategic backing.
In brand management routines, asking for additional information usually reveals whether a request fulfills a core business goal or a fleeting impulse. Dellorto notes: "When we ask for more detail in the brief, most of them never come back. People drop it. So what does that mean? It wasn't a real business need; it was just a creative impulse from someone on the team that lacked technical grounding for the business."
AI in chaotic workflows and the loss of brand identity
Addressing the rapid adoption of artificial intelligence among marketing leaders, Dellorto notes that technology tools cannot fix internal disorganization. Without proper governance over files, tickets, and workflows, technology merely amplifies existing misalignment.
Dellorto summarizes the challenge he poses to industry leaders: "If AI needs context to function, and your context is chaotic, what is AI going to do in there? It will just flounder like the new analyst you just onboarded." According to Dellorto, a lack of context pushes automation toward mere repetition: "If not properly contextualized, AI is a binary machine whose default tendency is standardization. And my read on the market is that we're seeing more and more soulless brands."
The scarcity of human craft and the end of the volume game
Comparing technological progress to historic industrial shifts, Dellorto argues that mass production via AI diminishes the perceived value of standardized content while elevating original, handcrafted work. The high-volume playbook of pumping out generic articles and e-books is losing its edge in the face of consumer information overload.
For Dellorto, strong brands require intentionality and human cognitive connections that language models cannot replicate: "A well-written piece from a human copywriter is going to gain more value. Everything else will increasingly just be noise, lacking brand identity." The competitive advantage now lies in balancing technical efficiency gains with preserving creative DNA in the final delivery.