You probably saw this amazing ad created by PJ Ace for Kalshi during the NBA Finals. It was a massive success for the Kalshi brand and generated a ton of buzz.

And it was created completely by AI.

For small companies and less well-known brands, generative AI offers an amazing tool if used propoerly with the assistance of creatives like PJ Ace, who has built an ad agancy that makes AI commercials for clients.

But for bigger and well-known brands, they need to be a bit more careful. Using AI in a way that’s not perceived as authentic can harm a valuable brand. The scruntiny is much greater, and you may risk a backlash.

This article offers some useful guidelines for marketing departments as they grapple with these issues, with a focus on the beauty industry.

As the beauty industry continues to evolve, brands are under increasing pressure to innovate while maintaining their audience’s trust. Generative AI has emerged as a powerful tool for ideation, content creation and campaign design.

But while generative AI’s potential is undeniable, the way it’s used in advertising demands careful consideration. Missteps can compromise a brand’s authenticity, damage brand values and erode consumer trust — outcomes that no brand can afford.

There’s some great stuff here, with warnings on avoiding “AI slop” and creating ads perceived to be “AI sterile.” Transparancy is key, and the author argues for a hybrid approach where real actors are used in addition to AI tools.

Meanwhile, if you’re a new or smaller branded, you caan afford to take more chances and make bold statements using AI. So give PJ a call . . .

As businesses make more investments in AI, we’re going to start seeing more “custom AI” builds. “Custom AI” is the practice of taking a general foundation or large-language model (LLM) and adapting it so that it better reflects a particular organization’s needs. It all start with using that organization’s date, and then emplying tactics such as fine-tuning, continued pre-training, model-distillation, domain‐specific training, etc. to provide the most relevant and useful output. Think of a law firm using their own contracts to train their proprietary model, or a company using all of their own product specifications in the AI used for customer services.

Amazon AWS details this in a recent release: “Custom Intelligence: Building AI that matches your business DNA.” It outlines how they help customers create custom models and how these models can be fine-tuned over time.

Job losses tied to AI are accelerating.

In a move that underscores the relentless pace of technological disruption, Amazon announced on October 31, 2025, plans to eliminate approximately 14,000 roles across its corporate workforce. This latest round of reductions, detailed in an internal memo from HR SVP Beth Galetti, continues the e-commerce giant’s efforts to streamline operations amid explosive growth in artificial intelligence. While Amazon frames the changes as necessary for agility and customer focus, they highlight a stark reality: AI is not just augmenting jobs—it’s eliminating them in the short term, forcing companies to rethink workforce structures in ways that prioritize speed over scale.

Trimming the Bureaucracy

Amazon’s cuts target layers of middle management and administrative functions, building on similar actions from 2023 and 2024 that trimmed over 27,000 positions overall. Galetti described the reductions as “a continuation of this work to get even stronger by further reducing bureaucracy, removing layers, and shifting resources to ensure we’re investing in our biggest bets and what matters most to our customers’ current and future needs.”

Unlike broad-based slashes, these cuts are being explained as surgical: affected teams will receive direct communications from leaders, with the majority of roles in non-customer-facing corporate areas. The timing is telling. Amazon’s core businesses, e-commerce, AWS cloud services, and advertising, reported robust Q3 2025 earnings, with revenue up 11% year-over-year to $158 billion. Yet, as Galetti noted, “We’re convinced that we need to be organized more leanly, with fewer layers and more ownership, to move as quickly as possible for our customers and business.”

AI’s Double-Edged Sword

At the heart of Amazon’s rationale lies the emergence of AI, which Galetti called “the most transformative technology we’ve seen since the Internet, and it’s enabling companies to innovate much faster than ever before.” Generative AI tools are automating routine tasks (data analysis, report generation, and even code debugging) that once required human oversight. In Amazon’s case, AI is powering everything from personalized recommendations to warehouse optimization, allowing the company to do more with less.

This isn’t unique to Amazon. In the short term, AI adoption is accelerating job displacement across tech. A 2025 McKinsey report estimates that 45% of work activities could be automated by generative AI, with corporate functions like HR, finance, and operations hit hardest—precisely the areas Amazon is targeting. We’ve seen echoes in Google’s 2024 cuts of 1,000+ roles in ad sales and recruitment, and Microsoft’s reduction of 1,900 in gaming amid AI investments. The pattern is clear: as AI handles the “grunt work,” companies reallocate human talent to high-value innovation, but the transition leaves thousands in limbo.

And we’re just getting started. AI can help knowledge workers handle anaysis and strategy, we will likely see job losses beyond workers that handle routine tasks.

For workers, the short-term pain is acute. Entry- and mid-level roles, often held by recent graduates or specialists in administrative tools like Excel or legacy software, are vanishing fastest. Amazon’s memo acknowledges this, committing to a 90-day internal job search window for most affected employees, with recruiting teams prioritizing internal candidates.

A Wake-Up Call for the Workforce

Amazon’s actions signal a seismic shift beyond Big Tech. In retail, manufacturing, and services—sectors employing millions—AI chatbots are supplanting customer service reps, while predictive algorithms optimize supply chains, reducing the need for planners. The World Economic Forum’s 2025 Future of Jobs report projects 85 million jobs displaced globally by 2027 due to automation, outpacing the 97 million created in emerging fields like AI ethics and data curation.

The short-term elimination of jobs isn’t malice; it’s math. AI delivers 20-30% efficiency gains in knowledge work, per Gartner, allowing firms to cut costs without sacrificing output. For Amazon, this means redirecting savings to “bold bets” like Project Amelia (an AI coding assistant) and Rufus (a shopping AI), which promise to redefine e-commerce. Galetti emphasized Amazon’s breadth: “I don’t know of any other company with the breadth of Amazon, the number of exciting bold bets we’re making, and all the ways we can make customers lives better and easier around the world.”

Looking Ahead: Short-Term Losses, Long-Term Reinvention

Amazon plans to hire aggressively in 2026 for strategic areas like AI development and customer experience, even as it hunts for more efficiencies. This duality—cuts followed by targeted growth—mirrors the AI economy’s trajectory: destruction before creation. For now, the short term favors the adaptable. As Galetti put it, Amazon aims to “operate like the world’s largest startup,” betting that a leaner, AI-powered machine will outpace competitors.

Lessons for Workers

If you’re a knowledge worker, learn how to use AI to be more efficient and effective. The reality of the job market is changing fast and you have to adapt.

The artificial intelligence revolution may just be getting started, but it’s having a real impact, particularly in large companies as you can see from this video. Deloitte is using artificial intelligence to automate more routine tasks, freeing up their employees to focus on tasks that leverage their skills as opposed to eating up time.

This makes them much more productive, with better results that take less time. Yet it’s also a trend that will threaten many jobs, which will be a challenge for society even if companies draw large benefits.