News

Why brand is critical in the age of generative AI

April 14, 2026 / 1 min read

Share

FTF CEO Kate Watts joined WARC's Cathy Taylor and brand strategist Gary J. Nix on The WARC Podcast to discuss what it takes to build iconic, enduring brands in the generative AI era. Kate shares why strong brand foundations are more important than ever and how marketers can use AI to stress-test and expand their brand, rather than dilute it.

Listen to the full episode on Spotify.

Categories

  • Perspective

Explore More

View all news →

Let’s Connect

Think we can help you reach greater heights? Let’s connect.

Select Clients

Financial Services & Banking

  • Apollo
  • BBVA
  • BDT & MSD
  • Brookfield
  • Citadel
  • KKR
  • Mastercard
  • Northern Trust
  • New York Stock Exchange

Product & Lifestyle

  • BMW
  • Knoll
  • MINI
  • Sony
  • SRAM
  • Under Armour
  • Wilson

Architecture & Built Environment

  • Irvine Company
  • Perkins & Will
  • USG

Health & Science

  • Abbott
  • Arcadia
  • BluePearl
  • Etain
  • Northwest

Culture & Philanthropy

  • AARP
  • CareFirst
  • PBS
  • Southern Poverty Law Center
  • U.S. Chamber of Commerce
  • Winston Artory Group

Professional & Legal Services

  • Alix Partners
  • American Bar Association
  • BCG
  • Gartner
  • McKinsey & Company
  • PWC

Technology & Media

  • The Atlantic
  • Discord
  • Google
  • Salesforce