We’re still in Creative Rebellion month. And apparently, it’s open season on AI again.

Do we love it or hate it?

I don’t know about you, but it’s pretty damn overwhelming knowing which side of the fence to be on. Is AI here to help us, or is it draining every last drop of creative juice from our bodies?

The challenge is, on most social media, we’re not given any direction—we’re just bombarded with options.

The whole point of setting this month’s theme was to shake the dust off our ideas. To kick the algorithm in the shins and get back to surprising ourselves.

That was 8 months ago. I set those themes.
Now the AI debate is louder, more loaded, and the fence is getting higher. This theme feels even more apt.

If you’re feeling as overwhelmed as I do sometimes, and want less noise and more real direction, you’re not alone.

Here’s What We’re Talking About Today:

👉 P.S. Did a friend send this your way? Sign up for free here.

Sam Rowley, spent five nights on the floor of a London Tube station to capture two mice battling over a crumb.

Could AI create that photo? Probably. Could it live that story? No chance.

I believe art comes from the person who made it, and the story behind it. No story, not art.

Audience Insights & Future Trends: Creative Rebellion

Only 2.6% of marketers aren’t using AI, yet 54% complain it’s crap at getting facts right.
Sounds like a classic case of “bad workman blames his tools.”

But here’s the real kicker, 68% report zero AI training.
Isn’t this where the problems start, how many of us buy something, don’t read the instructions and then find out the thing you bought did so much more!

Thought for the Week: Ask yourself what you’re trying to solve by using AI, rather than becoming just another magpie chasing the next silver lining.

Framework for the Week: Audit your AI stack

The 4-Step Audit:

1. Define Your Goal → What problem are you solving?
   

2. Map Your Tools → List every AI app in play.
   

3. Evaluate Usage → Rate each tool: “love it,” “meh,” or “delete.”
   

4. Plan Next Moves → Schedule training or swaps for under-performers.

Case Study: Cadbury 5 Star - Make AI Mediocre Again

Why I Chose This:

So, I was on my fifth version of this newsletter. Yes, they take time. And yes, I write them, not AI.

First pick? Liquid Death. Yawn. Everyone quotes them.
Second? My own experience with Mighty Networks. I like it, but I figured you wouldn't.

So I asked my ProjectGPT to do some research, and it found this, now it's from 2024 however it's built from the right foundations to give us all some inspiration and direction.

Mondelez India’s iconic chocolate brand, Cadbury 5 Star, has a reputation for Creative Rebellion.

One of their notable campaigns? “Make AI Mediocre Again” (M.A.M.A).
They literally built a server farm that pumps out gibberish to mess with AI training models.

Why? To protect our right to do… nothing.

If you remember, we’ve got a member who runs The Art of Slowdown blog, so this resonated and felt right on brand for Audience101 and our values

The Insight

AI’s rise has left younger audiences wondering:
Will our lives get easier, or just busier?
(Now, as far as I’m concerned this isn’t just an age thing, but let’s go with it.)

Takeaway

There’s a time and place for AI. I used it here, but only after setting up a CustomGPT with everything pre-loaded. That’s when it actually works.

If you want your content or campaign to be engaging, be sure to follow these steps:

• Culturally relevant
  

• Ethically cheeky
  

• Emotion-led
  

• And most importantly, fun
  

Hope you like it too. 

Behind the Scenes:

This week’s subject really hit home. I don’t know about you, but AI is becoming a battle. It’s the next wave of addiction after social media, and again, it’s on our phones. 

Mark Zuckerberg wants us all to have AI companions, and it’s already happening.
I’m still using it, I’d be mad not too. It helps me write, keeps me in check and keeps the flow going.

But does anyone else feel the addictive nature of it all. Mark Z and Sam Altman are the dealers, and AI is the drug. Why can’t these extraordinary people design these things with our well-being in mind?

My addiction management:

• Community check-ins keep me sane, because its peer to peer.
  

• Get your Notebook back in action. Half journaling, half free-writing, just feels good and helps me think.
  

• Digital detox is non-negotiable, it's at the top of schedule.

Mood Board: Source Spotlight

👉Wrap-Up CTA

We have a community, and it could be the place for you.

This newsletter is just a taste of what you get when you join:

• We have workshops. The next one on the 30th is all about guiding you through AI, hosted by our member Tom Mortimer
  

• Our monthly Connected Festival features four host members sharing unfiltered stories on human-first marketing and business
  

• We run courses, share playbooks and tactics, and give you a safe, peer-to-peer space to try new things without fear of getting it wrong
  

⏳ Escape the noise and get real answers — join Audience101

Hurry - I’ll give 5 readers a free VIP pass to this event. It’s in our community, and I’d love you to experience it.