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This week saw swift changes: Sora 2 now lives inside Microsoft Copilot, AI agents are shaping Black Friday sales, ElevenLabs can auto-generate ambient sound, and OpenAI ChatGPT-5.1 gives you more control over reasoning and tone. In this week’s AI Drop, our avatars break down what these shifts actually mean for marketers and brands. Full video below. #AIDrop #AIinMarketing #BrandTech #Automation

What is an AI-generated image, and should it carry a watermark? The Australian Government has advised that tech platforms should watermark AI-generated imagery. It isn’t a legal requirement, and the guidance itself is vague, unclear and ultimately unhelpful. More importantly, it misunderstands how images are actually made in commercial and creative environments. So what is an “AI-generated image”? The truth is, there’s no single, neat category. What we call “AI imagery” is part of a long continuum of tools and techniques that have evolved over decades. In advertising and content production, almost nothing is purely “real”. We build sets, dress locations, retouch images, adjust lighting, and manipulate talent and environments to create an intended effect. Artificiality is embedded in the craft. This raises a crucial question: if images have always been constructed, at what point does an image become “AI-generated” in a way that warrants a watermark? Consider a few scenarios: - If an image is retouched using AI-powered tools inside Adobe, is that an AI image? - If we use AI to upscale a low-resolution file, should that be watermarked? - If an actor’s face is cloned with permission to place them in a new environment, is that suddenly AI - despite the fact that the same effect can be achieved through 3D or traditional post-production? - If a person uses an AI filter on a Microsoft Teams or Google Meet call to appear more polished, should that be watermarked too? These examples aren’t the intended targets of the government’s guidance, yet the lack of clarity captures them all. The result is unnecessary doubt and confusion, and no real increase in consumer protection. The core issue isn’t watermarking. It’s likeness protection. If the aim is to reduce misleading content, deepfakes, scams, or political manipulation, the solution doesn’t sit with vague watermarking guidelines. It sits with enforceable protections around identity, IP and copyright. We already have the foundations, they simply need to be strengthened, modernised and enforced. A more effective and practical approach would include: 1. Mandating that platforms cannot generate or replicate a person’s likeness without explicit permission (as companies like HeyGen already require for video cloning). 2. Strengthening IP and copyright laws so individuals can take meaningful action when their likeness is used without consent. 3. Establishing an independent ombudsman focused on AI misuse and likeness protection. Watermarking every piece of “AI imagery” isn’t realistic, meaningful or technically defined. Clear, enforceable rules around the use of identity and likeness would actually address the harm the policy aims to prevent, without stifling legitimate creative and commercial work. If the government wants to protect Australians, focusing on permission and misuse would achieve far more than a watermark ever could. BRX

Our amazing CEO Bridget Cleary discussing with Australia Post CMO Aimee Dixon on how we've partnered to help drive effectiveness and efficiency with Automation and AI. https://lnkd.in/gYUvzrbF

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The Future of Marketing belongs to brands that can keep up. At BRX, we help you not only adopt AI, but adapt with it. Turning disruption into competitive advantage. That’s how we’re helping CMOs re-engineer how campaigns are delivered at scale, without losing control of consistency or quality. Want to see how AI is changing the game? Invite BRX to present the Future of Marketing to your team.

AGL x AI - leading the change with innovation and imagination Bella Baker, our talented AI Prompt Engineer, took to the stage at Meta Fest alongside a digital twin of David Bland (his AI avatar), showcasing our partnership with AGL in delivering AI-powered marketing. AGL is leading the AI change through: The creation of marketing-specific AI guiding principles Bold, highly creative social media advertising Consistently on-brand static imagery Compelling lifestyle video content – B Roll and human centric lifestyle for TV and digital If you’re interested in learning how you can join the AI change – get in touch. We’d love to chat. #AGL #AI #Metafestival2025 #Meta #ArtisansofAI #BRX