AI Can Scale Content. But Can It Scale Meaning?

Artificial intelligence has removed many of the practical limits on content production. That sounds like a marketer’s dream. It may also be creating the next problem: when everyone can produce more, faster, and more cheaply, it becomes harder for brands to say something distinctive and consistent.

Marketing has spent years trying to solve the content problem.

There was never enough time, enough budget, or enough people to create everything teams wanted for every channel, audience and market. Generative AI has changed that equation remarkably quickly.

Brands can now produce social posts, campaign variants, product descriptions, emails, images and personalized messages at a speed that would have been difficult to imagine only a few years ago. AI can also help research audiences, analyze performance, adapt content and coordinate work across channels.

The result is a huge increase in communication capacity. But producing more does not mean communicating better.

Björn Bröhl, CEO of Scompler, makes essentially this argument ahead of DMEXCO 2026. AI has made content production highly scalable, but without a common strategic direction, greater speed and volume can simply create more noise. His deliberately provocative DMEXCO session is called “Fk the noise! Deine Marke braucht Bedeutung, nicht mehr Content. The message is simple: more activity, more channels and more content do not automatically create a stronger brand. They can just as easily make the brand harder to understand.

The content bottleneck is...