By Jerre Maas, co-founder livewall
Remember? “Content is king.” Bill Gates wrote it in 1996, and marketing ran on it for twenty years. Content was scarce, expensive and slow. Whoever had more of it had the edge. But those days are over. With AI, you can create an image in seconds and a video in a few minutes. Making content has become easy. The hard part is making content that’s recognisably yours and does what you intend. That only works if AI knows who you are.
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AI does exactly what you ask. Not what you mean.
AI takes your words literally. Everything you take for granted, the model doesn’t know.
Take InShared’s Puppet. We asked: “The puppet standing on a street with houses. Proudly presenting one of the houses.” We got a Puppet holding a miniature house in his hand. Technically correct, completely wrong. Only once the system knew what world he lives in did he stand on a real street in front of a real house. Same prompt, different context.
Every chat starts from zero
The real problem goes deeper. A single chat remembers nothing. What you explained about your brand yesterday is gone today. So every colleague explains it again, each in a slightly different way. Ten colleagues, ten versions of the same brand.
That’s why context isn’t a longer prompt. It’s brand knowledge you capture once, which automatically comes along with everything you generate. We build it in four layers:
References. Approved examples, from multiple angles. With just one example, AI starts filling in the rest on its own.
Guard rails. What’s never allowed. Short and strict. Only restrict what’s truly off-limits, and leave the rest open.
World. The environment your brand lives in: places, style, light.
Objects. The things that keep coming back, in a fixed form.
Context is the new craftsmanship
When anyone can make content, what sets you apart is no longer the making. It’s what you give the system. Which examples are approved? What’s never allowed? What world does your brand live in?
Those aren’t technical questions. They’re brand questions. Only right now, the answers are scattered across brand books, emails and the head of that one colleague who’s been on the brand for years. A brand book is written for people. Context is written for AI. That translation is the work.
And people stay in charge. Anyone can generate, but someone guards the context and approves what goes live.
Brands with their context in order make better content, faster. Brands without it mostly just make more content, faster. That gap is only going to grow.
Ready to design interactions that actually stick with your brand? Let's talk.
