AI flattens marketing into 'intelligent sameness'; Zomato's voice held up as D2C survival blueprint
Op-ed argues generative AI has commoditised marketing competence, blurring D2C differentiation. Cites Byju's narrative fatigue, Tata's consistency edge, MamaEarth's faded distinctiveness, and Zomato's strategic tone as the template for brands seeking to escape algorithmic homogeneity.
What happened
Indian D2C brands · Opinion piece arguing AI has flattened marketing competence into sameness, citing Indian examples: Byju's narrative fatigue, Tata's
Why this matters
Target acquisitions where brand voice is a non-replicable moat—founder-led tonal IP and proprietary creative systems are becoming the scarce asset as AI flattens execution-layer marketing across the category.