Balance between trend-hopping and brand-building in times of AI virality

Campaign ME

01-05-2025

The AI-charged era has trends shifting into overdrive. Some love it, some hate it, some just jump unapologetically. What once took weeks to spread now blows up in a matter of hours. Viral moments like Ghibli and Doll Box spark and sweep the globe at dizzying speed. And for each brand, the race to keep pace has never been faster — or perhaps riskier?
It's tempting for us marketers to jump on the bandwagon, especially when a trend like the latest 'Barbie AI' takes over the Internet. A playful, nostalgic moment, and an easy way to engage with customers, increase brand visibility, and show off your virality.
Several brands and personas have hopped on so far successfully. For example, Australian wildlife photographer Robert Irwin, son of the late Steve Irwin, was transformed into an action figure by Bonds Australia, the underwear supplier he began modelling for in 2025.
Similarly, MAC Cosmetics joined the trend by creating an AI-generated version of its brand persona as an action figure. Locally, we've seen beautiful nostalgic Ghibli interpretations on Dubai city by RTA and Emirates.
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This is not an entirely new territory for brands. In September 2024, Adidas has demonstrated an interest in AI-generated content when a speculative advertisement promoting a floral collection was created entirely using AI tools like RunwayML, Midjourney, Adobe Creative Suite, and Topaz. The ad showcased AI-generated visuals of people in floral-printed clothing and shoes, set against various Japanese locations.
While trend-hopping can be exciting, it doesn't always serve the long-term health of a brand. Companies are now facing the challenge of determining which digital currents align with their core values and resonate with their long-term strategies.
AI trends still have their ongoing issues with personal identity security as well. Once you upload a photo of a person on Chat GPT, you have given away their identity, and whether it your employees or customers, a brand must have sought their consent on the same. For products, you might be giving away to the world a lot more than you should.
The cost of 'going viral' can be steep. On brands and on the planet, let's not forget that. According to CAN today, the International Energy Agency said that a single ChatGPT query submitted by a user requires 10 times the amount of electricity as a Google search – 2.9 watt-hours (Wh) compared with 0.3 Wh.
While you may capture attention in the short term, there's a lingering risk that your brand could be seen as merely riding the wave, losing its authenticity in the process. The question remains, does a trend speak to your values and essence as a brand ?
Rules of engagement
So, what's the right way to engage with an internet craze? It's important to keep in mind that participation should be mindful and with consent. Jumping into a social media frenzy without a clear strategy could dilute a brand's identity.
It may go against your ESG goals or sustainability goals, if energy saving is one of them. It's important to ask the right questions: Does this trend align with my brand's values? Does it bring out the best of my brand's essence? Is there room for my brand to add a unique twist to this trend, making it a natural fit for our message?
Look at brands like Burberry, which has shown a smart understanding of how to incorporate trending moments in a way that feels organic. Instead of following every new wave of momentum, Burberry's approach has been consistently selective and strategic. The company has long prioritized staying true to its core identity—luxury, craftsmanship, and British heritage — while also embracing innovation.
The short-term impact
While the instant gratification of following trends can't be denied, it's worth remembering that the impact of such engagement is often fleeting. A campaign built around a single social media phenomenon can quickly fade from public attention.
For example, when fashion labels jumped aboard the 'PepsiCo TikTok Dance' challenge in 2024, they captured significant attention. But as TikTok's trends evolved, so did the relevance of that moment. Brands that aligned themselves too closely with transient movements are often left with little to show beyond a surge in short-term metrics — likes, shares, and mentions.
This doesn't mean that there's no value in becoming part of an internet wildfire, but brands must be prepared for the inevitable dip in attention. If the engagement is shallow and disconnected from the brand's core messaging, results may be unfavourable and measuring them becomes a challenge.
The danger of trend dilution
The pursuit of constant relevance in today's digital scene can also lead to brand dilution. Again, when businesses align themselves too closely with fads too often, they risk muddying their brand identity. This may lead to confusion among customers who expect a coherent voice, mission, and a clear set of values.
Companies must guard against trend dilution by ensuring their involvement in viral moments complements their core brand identity. I recently posted about the demise of the region's fast-growing brand Bi'Laban due to its focus on virality and not fundamental brand foundations that call for compliance and health & safety management. The audience concurred, I had over 40,000 reactions to the post, all of them from passionate marketers.
Brand consistency and values
It's essential that brand messaging remains consistent, even when experimenting with new strategies. When a brand consistently communicates and acts upon its core values—whether that's quality, ethics, transparency, sustainability, or customer-centricity — its audience learns to trust and believe in the brand.
This is especially true in the Middle East, a young and aspiring region who is quite ready to explore and experiment. Globally, companies like Patagonia have consistently prioritized environmental sustainability, and their brand identity is intrinsically linked to their commitment to preserving the planet. This level of consistency has built them a loyal following, and their audience knows what the company stands for.
Long-term brand building
While trend-surfing may provide a quick burst of visibility, brand-building requires a long-term strategy. The priority is to nurture relationships with your audience, creating meaningful connections, and delivering on the promises your label makes.
Building a brand that lasts means focusing on the fundamentals—understanding your audience, delivering consistent value, and staying true to your core mission. For example, Apple has remained one of the world's most valuable brands for decades because it has consistently delivered quality products, innovative solutions, and a seamless user experience—no matter what the latest direction might be.
While the craze of AI trends is only going to accelerate, let there be a brand essence health check before you get lured with the viral moments. These may be with you on your way up, but they wont be there for you on your way down.
By Marwa Kaabour, Group Head of Marketing & Corporate Communication, Al Masaood