AI, De-Evolution, and Why Marketers Should Actually Feel Optimistic
A brief music history lesson. In 1977, a group of Ohio art-school grads launched a band, and a thesis, that would stick in the cultural bloodstream for decades. They called themselves Devo, short for de-evolution, based on the idea that instead of progressing, humans were slowly regressing.
Their music, costumes, and worldview asked an unsettling question: What if technology and culture aren’t making us better? What if we’re slipping backward and technology is dehumanizing us?
Fast-forward almost 50 years, and suddenly this doesn’t feel like a fringe theory. We have AI that can write our emails, generate our images, summarize our meetings, and, according to pundits, replace our jobs entirely. If you squint hard enough, you can almost hear Devo chanting in the background: “Are we not men?”
But here’s the twist: The problem isn’t AI. It’s how we choose to use it.
If AI becomes a crutch for thinking, learning, or creativity, then, yes, we’re in de-evolution territory. When marketers blindly paste AI-generated copy, or allow automated tools to dictate strategy, something real is lost: curiosity, craftsmanship, originality.
It’s the modern version of letting the machines think for us. But that future isn’t inevitable. In fact, the opposite is already happening in teams that use AI responsibly.
Most marketing teams aren’t suffering from a lack of intelligence, creativity, or ambition. They’re suffering from a lack of time.
Hours lost to:
• Competitive monitoring that lives in 47 browser tabs
• Brand health metrics cobbled together from disconnected slide decks and spreadsheets
• Endless research loops and whiteboard sessions before even drafting a narrative
• PowerPoint archaeology (“Where did we store that previous version?”)
• Testing creative in focus groups and surveys that take forever
If marketers are drowning in manual work, how can they possibly evolve their craft? In other words, de-evolution can happen when humans get overwhelmed and under-supported.
The opinion of the Brandmaven development team is that AI tools need to strike a two key notes to elevate marketing-kind. First, they need to augment human productivity and thinking — not replace it. Second, they need to fit into existing workflows — not require marketing operations teams to perform open heart surgery on their MarTech stack.
Brandmaven didn’t set out to replace strategists, creatives, or marketing leaders. It was built to enhance them. To give them leverage. To help them spend more time on strategic decisions and less time on repetitive tasks that drain energy and creativity. And it's made to fit in with existing workflows, tools, and even Franken-stacks.
Think of it as anti–de-evolution technology.
Brandmaven handles the repetitive gathering, monitoring, scoring, aggregating, analyzing, and summarizing. It quite literally can do weeks of market research and competitive gap analysis in 10 minutes (and in one tab). Your brain stays focused on interpretation and strategy . . . the part only humans do well.
AI transforms hundreds, even thousands of raw inputs (social, LLM, media, reviews, etc) into structured, digestible brand intelligence. Instead of distracting our thinking with disconnected globs of gobbledygook, we must Whip It into clear insight (see what I did there) .
Marketers can test messaging, compare narratives, identify opportunities, and validate positioning faster with synthetic personas (lifelike versions of your customer). That means more time for creative thought, storytelling, and innovation.
Brandmaven spots open spaces in your market and competitive gaps. Then, lets you choose your own adventure, experiment, and test. When you can estimate how audiences react, see how competitors shift, and predict how messaging performs, you can set direction confidently — not reactively. AI isn’t removing human judgment. It’s upgrading it.
Devo warned us that complacency leads to regression. The same is true with AI. Teams that surrender thinking to machines will atrophy. Teams that use AI to accelerate thinking will evolve faster than ever.
Brandmaven exists firmly in the second camp. Not replacing marketers, empowering them.
We’re at an inflection point. Marketers can either drift toward de-evolution (more noise, more templates, more sameness). Or we can harness AI to elevate what makes us undeniably human:
• Judgment
• Creativity
• Empathy
• Strategy
• Storytelling
Brandmaven is built for the latter. Not to do your job. But to help you do the part only you can do.
So was Devo right? Maybe about some things. But the future of marketing doesn’t have to be de-evolved. Not if we build tools that make humans more human.
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