AI Trends for Brand Strategy: What an AI Mashup Tells Us About the Future of Brands
- Laura Derbyshire
- 7 days ago
- 3 min read
Updated: 5 days ago
If you’ve been anywhere near TikTok or Instagram recently, you may have come across an unexpected AI remix: Radiohead’s Creep mashed with Santa Claus Is Coming to Town.
It’s funny. It’s unsettling. And, from a creative perspective, it’s undeniably clever. For those of us who grew up in the 90s, Creep isn’t just a song - it’s a cultural imprint. Raw, awkward, emotionally exposed. Hearing it reimagined through AI as a Christmas track is both impressive and slightly uncomfortable. I smiled, admired the technical skill… and then felt a quiet sense of dread about what this kind of creativity unlocks next.
That tension perfectly captures where brands are right now with AI.
The creative force behind the remix
The mashup comes from Dustin Ballard, the creative force behind the viral channel There I Ruined It.
Ballard has built a huge following by blending humour, musicianship and AI-powered experimentation - creating fiddle solos, unexpected mashups, and reworked versions of songs that sit somewhere between genius and chaos. In his TED Talk, he explores the weird, wonderful and sometimes unsettling ways AI is reshaping music, posing a question that feels increasingly relevant far beyond the music industry:
Are new tools fostering creativity - or just making noise?
It’s a question brands should be asking too.
Why AI Trends for Brand Strategy Matter Right Now
This mashup didn’t come from a brand campaign, a label, or a polished marketing team. It came from the grassroots of the internet; creators experimenting, playing, and pushing boundaries with AI tools simply because they can.
This moment reflects much bigger AI trends for brand strategy, where speed, creativity and cultural relevance are accelerating faster than the rules, norms and governance around them.
For brands and scaleups, this matters. AI has dramatically lowered the barrier to creativity. It enables faster experimentation, rapid cultural responses, and the ability to create brand moments without blockbuster budgets.
For challenger brands in particular, this presents a genuine opportunity to punch above their weight and feel culturally relevant in ways that were previously out of reach. In the right hands, AI can help scaleups move closer to market leader status.
But then come the grey areas
The moment we admire the creativity, the questions follow.
Who owns this?
Is this copyright infringement or creative transformation?
Where does consent come into play?
Where does brand risk begin?
We already live in a world where advertising regularly uses famous, much-loved songs to evoke nostalgia and emotion - with licensing agreements, legal frameworks, and artist consent behind them. So, is AI remixing simply an extension of that model, assuming artists consent? Or does AI fundamentally change the rules?
When AI can remix cultural icons instantly, cheaply, and at scale, the lines blur quickly.
The distinction between homage and exploitation becomes harder to define. Legal frameworks lag behind creative capability. And brands risk moving faster than their values or governance allow.
This is where things become murky and why caution matters as much as creativity.
AI is not a strategy
One of the biggest risks for brands right now is mistaking trend participation for innovation.
Jumping on every AI trend doesn’t make a brand bold or modern. It often makes it reactive. And in a world where AI makes creativity cheaper and faster, differentiation doesn’t come from the tools, it comes from judgement.
The brands that will succeed in this next wave will be the ones that:
Move fast, but think strategically
Treat trends as inspiration, not templates
Understand the legal and ethical implications of AI use
Anchor every creative decision to a clear brand north star
AI should amplify brand strategy, not replace it.
The real opportunity for brands
What makes this moment genuinely exciting isn’t the technology itself. It’s the shift in mindset it demands.
We’re entering an era where:
Experimentation is faster
Cultural relevance is more accessible
Creativity is democratised
And sameness is easier than ever
AI allows brands to create more. It also makes it far easier to look like everyone else.
The brands that stand out will be the ones that combine human taste, clear positioning, strategic restraint, and a willingness to play, without losing sight of who they are.
We are clearly at the very beginning of this wave. The rules aren’t fully written. The legal landscape is still evolving. And the creative possibilities are moving faster than most organisations are prepared for.
It’s exciting. It’s daunting. And it requires more intention than ever before.
AI is forcing brands to decide who they are and where they draw the line.
At OSER, this is where we focus our work: helping scaleups and growth businesses use AI thoughtfully, creatively, and strategically, not by chasing every trend, but by building brands that are designed to last.
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