The short version

Ari Paparo predicted on March 18, 2024: “We’re a long way from AI that can create the next 'Coke is it' or Apple’s 1984 ad. Strategy and creative will remain the domain of humans, for some time. This is probably the 5% that even Sam Altman thinks will continue.” Verdict: Called it. As of mid-2026, AI models can generate production-quality…

Prediction by

Ari Paparo

On March 18, 2024

“We’re a long way from AI that can create the next 'Coke is it' or Apple’s 1984 ad. Strategy and creative will remain the domain of humans, for some time. This is probably the 5% that even Sam Altman thinks will continue.”

Follow-up

As of mid-2026, AI models can generate production-quality images, video drafts, and copy, and are being used as tools in creative workflows. There is still no widely acknowledged AI-created campaign on the level of “Coke is it” or Apple’s 1984 in cultural impact and industry recognition; high-stakes brand platforms and Superbowl-scale work remain human-led. This is in line with Paparo’s view that the very top-end strategy and iconic creative are likely to remain human-dominated for “some time.”

From the High Caliber AI network — see the AI for PR module in the course.