Post by Dr. Cecilia Dones

𝗔𝗜 𝗽𝗿𝗼𝗺𝗶𝘀𝗲𝘀 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿𝘀 𝗿𝗮𝗱𝗶𝗰𝗮𝗹 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻. 𝗧𝗵𝗲 𝗿𝗶𝘀𝗸 𝘁𝗼 𝗯𝗿𝗮𝗻𝗱𝘀 𝗶𝘀 𝗿𝗮𝗱𝗶𝗰𝗮𝗹 𝘀𝗮𝗺𝗲𝗻𝗲𝘀𝘀. These two things are happening simultaneously at different layers of the same system. At the surface, AI recommendation engines are genuinely personal. They know viewing habits, purchase patterns, search history. They surface options calibrated to the individual. Beneath that surface, something else is happening. Every brand optimizing for the same machine-readable signals starts to look identical to the AI systems doing the recommending. Structured data. Authoritative content. Clear categorical positioning. The optimization is individually rational. The collective outcome is a market where AI cannot meaningfully distinguish between competitors. 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿𝘀 𝗴𝗲𝘁 𝗮 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲𝗱 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗼𝗳 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗶𝗻𝗴𝗹𝘆 𝗶𝗻𝗱𝗶𝘀𝘁𝗶𝗻𝗴𝘂𝗶𝘀𝗵𝗮𝗯𝗹𝗲 𝗼𝗽𝘁𝗶𝗼𝗻𝘀. There is a name for this. And there is a historical precedent that explains exactly why it is so hard to escape once it starts. New essay this week. Share if it changes how you think about AI and brand strategy. #3StandardDeviations