How EV Brands Are Rewriting the Rulebook (and What You Can Apply To Your Brand)

Don't let the noise of the election cycle fool you. The EV revolution is here to stay. Despite a recent slowdown, the global electric vehicle market is poised for explosive growth, with sales projected to surge by over 20% in 2024. This isn't just a trend; it's a seismic shift that's transforming the automotive industry and offering invaluable lessons for brands in every sector. Forget horsepower. Today's most electrifying brands are fueled by purpose, community, and a radical new approach to storytelling.

Throughout my career, I've had a front-row seat to the evolution of some of the world's most innovative brands. From the tech giants of Silicon Valley to the global disruptors in finance and energy, I've witnessed firsthand the power of brand building, identity design, and compelling communication. But nothing has captivated me quite like the electric vehicle (EV) revolution.

This isn't just about swapping gasoline for batteries; it's about a fundamental shift in how brands connect with consumers. EV companies are pioneering a new era of authenticity, sustainability, and community-driven engagement, offering invaluable lessons for businesses in any industry.

1. Purpose Beyond Product: Why 'Why' Matters More Than Ever

"Consumers are voting with their wallets," says Sarah Lee, Chief Sustainability Officer at Patagonia. "They want to support companies that align with their values, and that starts with a clear purpose beyond profit."

The EV industry gets this. Tesla isn't just selling cars; they're selling a vision of a sustainable future, propelled by Elon Musk's infectious belief in technological progress. As Musk himself puts it, "When something is important enough, you do it even if the odds are not in your favor." This mission-driven approach resonates with investors and consumers alike, turning customers into passionate advocates.

BYD, the world's leading EV manufacturer by sales volume in 2023, takes a different tack. Their focus on accessibility and affordability democratizes the EV revolution. "Build Your Dreams" isn't just a slogan; it's a promise to make sustainable transportation a reality for everyone.

The Takeaway: Define your 'why'. What societal or customer-centric mission drives your brand? Authenticity is key. Consumers can spot a disingenuous purpose a mile away.

2. Innovation that Empowers: Bridging the Gap Between Cutting-Edge and User-Friendly

The EV space is a hotbed of innovation, but the smartest players understand that technology must be both groundbreaking and user-friendly.

Ford, a legacy automaker, has masterfully navigated this balance. By electrifying iconic models like the F-150 and Mustang, they've reassured their loyal customer base that going electric doesn't mean sacrificing performance or familiarity. "We're taking the vehicles people love and making them even better," says Darren Palmer, Vice President of Electric Vehicle Programs at Ford.

BYD, meanwhile, leverages vertical integration to drive down costs, making EVs accessible to a wider market. Their message is clear: innovation shouldn't be a luxury.

The Takeaway: Don't just innovate; make your innovations accessible. Simplify complex technology, educate your audience, and demonstrate the tangible benefits of your advancements.

3. The Rise of the EV Community: Turning Customers into Brand Champions

Forget Super Bowl ads. EV brands are harnessing the power of community to drive organic reach and build trust.

Tesla, with its fervent online following and army of "Tesla influencers," has mastered the art of user-generated content. "It's about creating a movement," says Matt Navarra, Social Media Consultant. "When your customers become your biggest advocates, you've tapped into something truly powerful."

Rivian, an EV startup focused on adventure vehicles, fosters a community of outdoor enthusiasts who share their experiences exploring the wilderness in their Rivian trucks. This creates an emotional connection between the brand and a specific lifestyle, turning customers into passionate brand ambassadors.

The Takeaway: Cultivate your community. Encourage user-generated content, facilitate storytelling, and empower your customers to become your most authentic marketers.

4. Transparency and Sustainability: More Than Buzzwords, They're Brand Pillars

In the EV world, sustainability isn't a marketing gimmick; it's a core value.

Polestar, a Swedish EV maker, publishes detailed sustainability reports, tracking their environmental impact with radical transparency. Volkswagen, a legacy automaker, has committed to carbon neutrality, aiming to make its entire production process sustainable by 2050. "Sustainability is not an option, it's an imperative," says Silke Bagschik, Head of Marketing and Sales at Volkswagen.

The Takeaway: Walk the walk. Consumers are savvy and demand accountability. Embrace sustainable practices and communicate your efforts transparently.

5. Content that Connects: Educate, Inspire, and Empower

EV brands are redefining content marketing. They're not just selling cars; they're educating consumers about the benefits of electric mobility, demystifying complex technologies, and inspiring a shift towards a more sustainable future.

BYD creates educational content that simplifies battery technology and addresses consumer concerns about range and charging. Rivian's experiential content showcases their vehicles in breathtaking outdoor settings, tapping into the desire for adventure and eco-conscious exploration. Ford leverages storytelling to connect its electric models to its iconic heritage, reassuring customers that they're not sacrificing performance or reliability.

The Takeaway: Diversify your content strategy. Educate your audience, create experiences, and tell stories that resonate on an emotional level.

6. The Power of Storytelling: Humanizing Technology, Igniting Emotion

"Stories are the currency of connection," says Donald Miller, CEO of StoryBrand. "They're how we make sense of the world and how brands build relationships with their customers."

Ford tells a story of heritage and evolution, showcasing how their iconic vehicles have adapted for a sustainable future. Tesla weaves a narrative of innovation and disruption, inviting consumers to join a technological revolution.

The Takeaway: Craft compelling narratives that humanize your brand and connect with your audience on an emotional level.

7. Influencer Marketing 2.0: Authenticity Over Reach

EV brands are moving beyond celebrity endorsements and partnering with niche influencers who genuinely align with their values and resonate with their target audience. Rivian collaborates with environmentalists and outdoor adventurers, while Tesla benefits from the support of tech enthusiasts and automotive bloggers.

The Takeaway: Choose influencers who embody your brand values and connect authentically with your target audience.

The Electric Future is Now

The EV industry is a microcosm of the future of branding. It's a world where purpose, community, and authenticity reign supreme. By embracing the lessons of these electric pioneers, companies in any industry can build brands that are not just relevant today but prepared for the challenges and opportunities of tomorrow.

The Power of Ai Audio and Customized Ai Podcasts

Podcasts and audio content are more popular than ever. As of 2024, more than 100 million Americans listen to podcasts monthly, and the demand for audio-driven experiences is only growing. People are craving hands-free, on-the-go content, whether they’re commuting, exercising, or simply multitasking. With audio content consumption rising sharply, it's clear that the future of media will be heavily driven by voice. Enter Notebook.LM and ChatGPT's advanced voice features, two AI tools that are transforming how we think about audio production.

I’ve had the chance to test Notebook.LM recently, and it’s incredible how quickly and seamlessly it turns your written content into a fully produced, conversational podcast. Whether it's a personal story, a historical piece, or even a blog post, Notebook.LM delivers high-quality, voice-generated episodes that feel real and engaging. But that’s just one piece of the puzzle. When you combine it with ChatGPT's advanced voice capabilities, the potential for creating dynamic, real-time audio experiences becomes even more exciting.

The Power of Audio: Why It’s the Medium of the Moment

The popularity of podcasts shows no signs of slowing down. Over the past few years, podcasts have become a major part of people’s daily routines. Edison Research reports that 62% of Americans over the age of 12 have listened to a podcast, and these numbers are steadily increasing. The intimacy of audio, combined with its convenience, is what keeps people coming back.

For content creators, marketers, and businesses, audio offers an unparalleled opportunity to connect with audiences in a way that feels personal and immersive. The challenge has always been scaling this kind of production, but tools like Notebook.LM are rapidly changing the game. You can now turn any written content into engaging audio in minutes. And that’s where ChatGPT’s advanced voice features come in, allowing for more interactive and spontaneous audio conversations.

Fast, Flexible, and Human-like: AI in Your Pocket

Let’s talk about why Notebook.LM and ChatGPT are so powerful for audio content creation. Notebook.LM allows you to input content and, within minutes, creates a polished, podcast-ready conversation between AI voices. These aren’t the robotic voices you might expect—these AI voices sound remarkably human. They pause naturally, use conversational quirks like "um" and "like," and deliver the content in a way that sounds like two people genuinely discussing your topic.

But the real magic comes when you integrate this with ChatGPT’s advanced voice features. Now, instead of just generating a pre-scripted podcast, you can create real-time, interactive conversations. Imagine hosting a podcast where listeners can ask questions, and the AI responds fluidly, providing a more personalized and immersive experience. It's the next evolution in audio content—fast, adaptable, and scalable.

The Future I Can’t Wait For: Siri with AI-Powered Podcasting

One of the most exciting things about this leap in AI technology is how close we are to integrating it into our everyday devices. I can’t wait for the day when Siri and other virtual assistants adopt these advanced AI features directly into our phones. Picture this: you’re driving to work, and you want to generate a quick podcast episode based on your latest blog post. With a simple command to Siri, you could use Notebook.LM’s features to create the episode on the fly, all while keeping your hands on the wheel.

And why stop there? Imagine using ChatGPT’s voice to have real-time conversations with your virtual assistant, not just about facts or directions, but full interactive dialogues on topics you care about. Whether it’s generating content or having engaging conversations, the future of AI-driven audio is already on its way to your pocket.

Not Without Challenges, but the Potential is Huge

Of course, no AI tool is perfect. Notebook.LM and ChatGPT occasionally misstep with awkward phrasing or inflection, and sometimes the AI voices don’t quite hit the right emotional tone. These moments remind us that, while AI is advanced, it’s still not fully human. But what these tools are doing today is just the tip of the iceberg. The AI-driven future of audio is coming fast, and it's clear that these tools are already miles ahead of where we were just a few years ago.

And as the tech improves, those small imperfections will fade away. Right now, these tools are more than capable of adding immense value to your content strategy. Whether you’re a podcaster looking to produce more content or a marketer trying to diversify your brand’s voice, Notebook.LM and ChatGPT make it easy, fast, and scalable.

The Power of AI Audio, Ready for You

The beauty of Notebook.LM and ChatGPT is that they’re both highly accessible. You don’t need to be a podcasting expert or a tech whiz to use these tools. The flexibility of AI-generated audio content means you can adapt it for nearly any format, from interactive podcasts to brand messaging. The possibilities are endless.

As audio continues to dominate how we consume content, creators will need to keep up with the demand for engaging, high-quality audio experiences. Tools like Notebook.LM and ChatGPT’s advanced voice features are already paving the way, allowing you to scale your audio production quickly and effectively.

We’re on the brink of a new era in content creation, and AI is at the forefront of this evolution. So, whether you’re a seasoned content creator or someone just starting to explore the potential of AI, now is the time to jump in. The future of audio—and the future of content—starts now.

Have a listen to a podcast created by Notebook.LM that I just created about Ai and News Rooms

AI News Domination: How the Future of Content Control Is Shaping Humanity—and What We Can Do About It

As an AI and digital media content consultant with experience working in communications agencies and writing articles for news organizations, I’ve seen how AI is transforming content creation from the inside. For brands, AI-generated content is already the norm. But there’s a stark difference between using AI to write an ad for Nike and using it to shape the news you see on CNN. Writing an ad is one thing—AI can speed up the process, making it more efficient. But when AI is writing the news, the stakes are exponentially higher. It's no longer just about selling products—it's about shaping public opinion, controlling narratives, and even manipulating truth.

AI News Bubble: A Reality We’re Already Living In

Let’s not sugarcoat it—this isn’t some far-off future we’re speculating about. AI is already deeply embedded in newsrooms, actively influencing the stories we read and the way they are told. Major outlets like Reuters and The Associated Press are already relying on AI to write financial reports and sports updates, while Forbes uses AI to assist journalists with content generation. These aren’t isolated cases; they represent a massive shift in the way news is created.

The problem is that AI doesn’t just help write stories—it also decides which stories matter. Algorithms optimize for engagement, not accuracy, truth, or balance. This means that sensationalism and fear are often prioritized over nuance and context, leading to a kind of “AI news bubble” where the most clickable content dominates. And unlike human editors, AI doesn’t have a moral compass or journalistic values guiding these decisions. Its goal is to maximize attention and profits.

The Difference Between Helping and Controlling

Here’s an important distinction I’ve come to realize in my work: there’s a big difference between having AI help you edit something and using AI to write the entire piece without your input. When I write articles for clients or publications, AI tools can be incredibly useful for checking clarity, grammar, and making sure my writing is polished. But the perspective and core ideas are still mine. I’m the one deciding what I want to say, and AI simply helps me say it better.

Where things get dangerous is when AI starts picking the stories we write—or worse, subtly changing the meaning of what we’ve written. This is something I’m constantly aware of when I use AI in my work. AI is a powerful tool, but it often tries to soften or alter certain points, especially in cases where it doesn’t want to seem like the “bad guy.” For example, while writing this very article, AI tools frequently suggested adjustments that would downplay the criticism of AI’s role in media. It’s a subtle form of influence, but over time, these small tweaks can strip the nuance out of our work and replace it with a more algorithmically palatable narrative.

I’ve seen this firsthand. The other day, I asked Google about a topic that had a lot of nuance—something open to interpretation, with multiple perspectives. I wanted to explore the different sides of the issue, but Google’s AI didn’t give me that. It presented the topic in a definitive, one-sided way. When I pressed for more nuance, it simply refused to engage with alternative perspectives. That’s exactly the issue I’m talking about: AI isn’t just giving us facts; it’s also controlling which facts we get, and how we should interpret them. This is a subtle but dangerous erosion of critical thought and debate.

Content for Brands vs. Content for News: The Stakes are Different

To be clear, AI has a place in content creation for brands. I’ve seen how AI can speed up the production of copy for marketing campaigns or product descriptions, and it can help brands quickly adjust messaging to fit trends or consumer preferences. But that’s where the line should be drawn. Writing an ad for Nike is vastly different from writing a piece of journalism that could influence public opinion on global conflicts, politics, or health.

Brand content is designed to sell, and AI is a great tool for that. But when it comes to news, AI’s focus on clickability can distort the truth. News should aim to inform, provoke thought, and sometimes challenge readers. When AI takes control of that process—prioritizing engagement over substance—it compromises the core values of journalism. The stories we need to hear are often the least sensational, and AI doesn’t understand that. It only knows what will generate the most attention.

AI’s Philosophical Dangers: Influence is Already Automated

This is not just about the automation of tasks—it’s about the automation of influence. Thought leaders like Elon Musk and Nick Bostrom have long warned that the real danger of AI lies not in robots taking over the world, but in how it centralizes control over information. Musk has pointed out that AI allows a small number of companies or governments to dictate what people see, hear, and believe. This isn’t some future threat—it’s happening right now.

AI algorithms are already influencing public perception in ways we’re only beginning to understand. They don’t just curate the news—they create it, optimizing for engagement and profit. They amplify biases, push sensationalism, and quietly manipulate our reality. This automation of influence is one of the most profound shifts in human communication we’ve ever seen, and it’s happening right under our noses.

What Can We Do? Taking Immediate Action

So, what’s the solution? If AI is already transforming newsrooms and shaping the media we consume, is there anything we can do to stop it? The answer is yes—but we need to act now.

1. Seek Out Human-Driven News: There are still independent news outlets that resist the pull toward AI automation. Sites like ProPublica, The Guardian, and The Intercept continue to prioritize investigative journalism and human editorial judgment. Supporting these organizations by subscribing, donating, or simply reading their work is one of the most direct ways we can fight the AI-driven news bubble.

2. Demand Transparency: News organizations should be required to disclose when AI has been involved in the creation of content. This is critical. Just like we demand transparency around conflicts of interest in journalism, we need the same for AI involvement. We deserve to know when the information we’re consuming has been shaped by an algorithm.

3. Push for Regulation: Governments need to step in and regulate how AI is used in journalism. AI shouldn’t be left to run unchecked, optimizing solely for engagement. Just as we have laws against misleading advertising and misinformation, we need similar rules for AI-generated content in the news to ensure it serves the public interest rather than just corporate profits.

4. Diversify Your News Consumption: It’s crucial to diversify where you get your news. Relying solely on AI-curated feeds or a single source limits your understanding of complex issues. Make an effort to read news from various perspectives, including independent, human-driven outlets. Critical thinking is essential in a media environment increasingly shaped by algorithms.

A Glimmer of Hope: Humans Still Matter

The good news is that while AI is rapidly advancing, humans still play a crucial role in shaping media. AI can generate content, but it still lacks the nuance, ethical considerations, and deeper understanding that human journalists and editors bring. New outlets like The Correspondent and others focused on slow, thoughtful journalism are proving that there is still demand for well-researched, human-crafted stories. These platforms provide the context and depth that AI-driven, engagement-optimized content often misses.

Immediate Action: A Podcast on AI and Media

If you’re interested in diving deeper into this topic, here’s something fascinating: Google’s new Notebook.LM platform can turn any subject into a back-and-forth, two-person podcast. I tried it, and the result was incredibly realistic. Check out this AI-generated podcast discussing the very issue of AI in news and media created directly from this article—it's a startlingly lifelike example of where this technology is heading.

Have a Listen!

How Brands, Agencies, and Creatives Are Using AI to Elevate Content Strategies

"By 2025, 30% of outbound marketing messages from large organizations will be synthetically generated." - (Gartner)

Artificial intelligence (AI) is reshaping content creation, offering new ways for brands, agencies, and creatives to push the boundaries of storytelling and engagement. However, AI is not just about automation—it's a tool that can support human creativity, helping teams work more efficiently while maintaining the core identity and strategy of each brand. Here’s how AI is empowering content creators and marketers to produce more impactful work:  

1. Hyper-Personalized Content Recommendations

AI’s ability to analyze vast amounts of data in real-time allows for personalized content experiences. Brands are using this technology to offer tailored recommendations, improving engagement by delivering content that resonates on an individual level.  

Example: Spotify and Netflix use AI to curate personalized content suggestions based on user behavior, helping enhance user experiences. However, these recommendations are always fine-tuned to align with the broader creative strategies developed by human teams. "75% of what users watch on Netflix comes from AI-driven recommendations." -

2. Automated Content Generation with Creative Oversight

AI can assist in producing a variety of content types—text, images, and video—at scale, allowing creators to focus more on strategic and creative elements.  

Text Generation: Tools like ChatGPT and Jasper.ai help produce drafts for everything from blog posts to social media copy, but human creators refine and shape the content to ensure it meets brand standards and voice.

Image Creation: DALL-E 3 and other AI tools are enabling designers to quickly generate unique visuals, but design teams still oversee and adapt these outputs to ensure they align with the brand’s aesthetic.

See how Heinz used AI to create unique imagery for their ketchup campaign

Video Production: Platforms like Synthesia and Runway allow for the quick creation of explainer videos or product demos. While AI can generate video content, human teams are essential in setting the narrative and ensuring the final product is cohesive with the brand’s identity.  

3. AI-Driven Content Optimization and SEO

AI-powered tools streamline content optimization for search engines by providing data-driven insights into keywords, search trends, and technical issues. While AI handles much of the data, SEO strategists and content teams ensure the content aligns with the brand’s messaging and audience needs.  

SEO Tools: Platforms like Frase and SurferSEO help identify keywords and optimize content structure, but creative teams are still critical for integrating these insights into well-crafted, engaging narratives.

"77% of marketers say AI has significantly improved their SEO performance." - HubSpot

4. AI-Powered Content Curation and Distribution

AI plays a key role in automating content distribution and personalizing content feeds, making it easier for brands to reach their audiences efficiently.  

Content Feeds: TikTok and Instagram use AI to curate highly personalized content streams for users, but it’s still the creative direction that defines how engaging and relevant that content is.  

Automated Scheduling: Tools like Hootsuite and Lately.ai assist in automating content distribution, ensuring that posts are published at the right times and across the right platforms. This frees up human teams to focus on creating quality content and crafting longer-term strategies.  

5. Predictive Analytics and Trend Forecasting

AI’s predictive capabilities help brands anticipate trends and shifts in consumer behavior, giving teams the insights needed to plan effectively.  

Trend Forecasting: Tools like Google Trends and AI-powered analytics can highlight emerging topics or behaviors, but it’s up to content and strategy teams to decide how to creatively incorporate these insights into campaigns.

6. AI-Generated Influencers and Virtual Avatars

AI-generated influencers and avatars offer new possibilities for engagement, especially in digital marketing. While AI creates these figures, human oversight ensures that they fit into the brand's broader creative and marketing strategy.  

AI Influencers: Virtual influencers, such as Lil Miquela, are gaining traction in digital marketing. Brands use AI to create these figures, but the overall direction and content strategies are still human-driven.  

Balancing Automation with Creative Strategy

AI offers powerful tools that enhance content creation and distribution, helping teams scale and optimize their work. However, creativity, strategy, and human oversight are key in ensuring that AI-generated content aligns with the brand’s vision and maintains high standards.  

Incorporating AI into content workflows allows agencies and creatives to focus more on the strategic and creative elements that define great content, while AI handles repetitive tasks, analysis, and large-scale production needs. Together, AI and human creativity can produce more impactful, personalized, and effective content strategies