Answer : B. The abundance of information makes it difficult to hold audience attention
Rationale: The book discusses how the overwhelming flow of information makes it harder for brands to maintain consumer loyalty, as people constantly shift their attention to new content and brands.
Answer : B. AI lacks an understanding of highly regulated market content requirements
Rationale: AI can generate content quickly, but it often struggles to meet the strict regulatory and compliance requirements of the pharma industry, requiring human oversight.
Answer : B. AI improves human creativity by 40% by encouraging iteration and refinement
Rationale: The study found that AI doesn’t replace human creativity but enhances it by providing initial ideas that humans can refine, forcing them to think more critically and creatively.
Answer : B. By generating personalized content for diverse audience segments efficiently
Rationale: AI enables marketers to create tailored content for different audience segments (e.g., rural vs. urban doctors, early-career vs. experienced professionals), making personalized marketing more scalable.
Answer : C. AI is a powerful tool but should be used strategically, like electricity
Rationale: Richard compared AI to electricity—essential in the background but ineffective if used improperly (e.g., “shocking” everyone). AI is useful but must be applied wisely.
Answer : C. There was no significant difference in engagement levels between the two
Rationale: A major automation company’s study showed that AI-assisted creatives performed at a similar level to human-generated content, indicating that AI can be a helpful tool but not a magic solution.
Answer : B. It won awards but was criticized for being artificial and lacking authenticity
Rationale: While the campaign received industry recognition, customers felt it lacked emotional depth and authenticity, highlighting AI’s limitations in human-centric branding.
Answer : C. American Express (AMEX)
Rationale: AMEX uses AI-driven segmentation for 1,600 audience groups, optimizing engagement and personalization strategies for better customer experiences.
Answer : B. From 74% to 76%
Rationale: While AI alone achieved 90% accuracy, human consultants using AI saw only a minor improvement (74% to 76%), indicating that AI is powerful but doesn’t drastically change human performance unless fully leveraged.
Answer : C. Professional creativity often involves borrowing and refining ideas
Rationale: Bruce quoted John Lennon: “Amateurs borrow, professionals steal,” implying that all creativity is inspired by something else, and AI-assisted creativity should be viewed similarly.
