AI slop is everywhere. Chopper marketing is the new normal. Every brand now sounds the same, looks the same, thinks the same. The tools changed. The thinking didn't.
Waferchip isn't here for that.
The Manifesto
We work with brands that want AI to enhance and amplify their marketing — not replace the hard thinking that actually matters.
Over Slop
Creative democratization is real. Every brand now has access to the same generation tools. Which means creativity — actual, distinctive, strategic creativity — is the only moat left.
Over Ease
AI makes everything easy. But simplicity in your actual message? In your positioning? That’s still desperately hard. And it’s the only thing that cuts through.
Over Efficiency
Don’t start with efficiency. Start with what works, then scale it. Don’t let LLM speed trap you into optimizing the wrong things faster.
Over Velocity
Psychological damage compounds. Brand reputation doesn’t reset between quarters. What you ship today affects what you can say tomorrow.
So how do we fight it?
Human-insight-led strategy using RBV, MBV, and discourse principles. Not what the model suggests you should say — what your specific position enables you to own.
Secondary research and primary market validation. We pressure-test strategy before execution, combining planned and emergent thinking into plans you can actually action.
Candid creative development that produces brands, collateral, and campaigns worth remembering. If it could’ve come from anyone, we’re not done.