Brandgineering: Building Brands in the AI Era

What does brand mean when agents, not people, are the ones delivering it to buyers? Jess Rosenberg — head of brand and creative at AirOps, previously Twitter, Cloudflare, Webflow, and Jasper — makes the case that taste has always mattered, but AI has made it the moat. We get into her "brand engineer" framing (offload the consistent, repeatable work to AI; save human brains for the surprising stuff), why brand is a whole-company job and not just the creative team's, what "frontier knowledge" means for AI search, her takeaways from Cannes and the creator economy on fire, and why niche is the shortest path to fandom. Plus: cheese, lawn care, and Swedish robot mowers.