The Coca-Cola Christmas AI ad tanked. Apple’s organic, time-intensive ad went viral. Same platforms. Very different outcomes. Frictionless marketing creates more content, not more trust. AI lets you produce faster, but so can everyone else. When everything looks the same, belief disappears. The things that win in 2026 will be: • Effort • Original thinking • Human judgment • Real-world interaction Shortcuts feel productive. But effort is what earns trust, and trust is what converts. | Phil Graham
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