In a world flooded with AI-generated content, meaning is what helps a message stand out. In this Expert Talk, Hult student host Daniella Ubiera speaks with Hult Professor and AI Faculty Lead Patrick Lynch about why attention is now the scarcest resource and how brands can avoid AI-driven sameness by exercising human judgment and strategic courage. After this session, you’ll understand: 🔸 How to create messages that carry meaning across cultures, channels, and contexts. 🔸 Why attention is now harder to earn—and why visibility alone is not enough. 🔸 How AI can create a “sameness” problem, and what brands can do to stay distinctive. 🔸 How to use AI where it adds real value—and where human judgment and strategic courage matter most. Want more insights like this? Visit hult.edu to explore more future-focused conversations and leadership insights. Chapters: (00:00) Introduction (01:54) What does clarity in global messaging really mean today? (04:29) Why is the “Attention Economy” even more relevant now with AI? (07:47) Why should marketers now focus on Generative Engine Optimization (GEO)? (09:34) Why should marketers pay attention to the phrase “wonder has a half-life?” (15:34) Why has personalization become the bare minimum, and sometimes even a liability? (19:06) What should marketers make of the Coca-Cola AI Holiday Ad? (22:08) How do you tell real value from hype before it eats the budget? (24:31) How is Hult helping students build the confidence to use AI critically and practically? (26:36) What's your one piece of advice for students and professionals today?