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Marketing by Design – Intentional strategy for creative marketers in the age of AI

MBD116: "I Love That They Used Real People!"

Published 12 months ago • 3 min read
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09 November 2025 | Issue #116

In this issue:

  • Apple TV's New Visual Identity is Real
  • Beyond SEO: How AI Is Changing Content Discoverability in 2025
  • "Job Creation is Pretty Close to Zero"
  • Godfather of AI Says Tech Giants Can Only Profit from AI if Humans are Replaced
  • AI Layoffs and The Uncertainty Flywheel
  • Godfather of AI Says Tech Giants Can Only Profit from AI if Humans are Replaced
  • Affinity Cheat Sheet
  • Your Data is Being Used to Train ChatGPT, Unless ...
  • Add Claude to Excel
  • Affinity Added 1m Users in Less Than One Week
  • Design Quote of the Week

"I Love That They Used Real People"

This was what my wife said when I showed her the behind-the-scenes process video of Apple TV's new identity intro.

This full clip shows that Apple's new intro video was created using glass, lights, and cameras. It's not special effects. It's not AI.

It's skilled people doing what they do best. Creating exciting visuals.

video preview​

Apple originally received some flack for dropping the "+" from Apple TV+ because now it's up to the users to differentiate between the Apple TV app, the Apple TV device, and the Apple TV streaming service.

But this ... this is getting people excited.

As I've said many times in this newsletter, the way to stand out from AI is to be human. Apple proved this by showing humans being creative (which ties into the latest "Great ideas start on Mac" campaign).

Being Human > Using AI

NEWS AT THE INTERSECTION OF MARKETING, DESIGN, & AI

​

Beyond SEO: How AI Is Changing Content Discoverability in 2025

Brian Piper joined Creator News Live to discuss how AI is changing SEO.

​Watch Now​

video preview​

"Job Creation is Pretty Close to Zero"

The Fed Chairman, Jerome Powell, said that due to AI, new job creation is essentially flat.

​Read more​

Godfather of AI Says Tech Giants Can Only Profit from AI if Humans are Replaced

Usually we're hear AI hype from those who will profit. Now we're hearing the potential downside from someone who has been there from the beginning.

​Read more​

AI Layoffs and The Uncertainty Flywheel

With all of the headlines around AI-induced layoffs, David Armano looks into what this means for people and businesses.

​Learn more​

Affinity Cheat Sheet

Are you trying Affinity and want to work more efficiently? As someone who uses keyboard shortcuts for everything, Affinity feels like drawing with my left hand. But cheat sheet's like Pope Phoenix's are handy for those of us who are learning.

​Review now​

Your Data is Being Used to Train ChatGPT, Unless ...

You turn it off.

​Here's how​

Add Claude to Excel

​Heather Murray explains the Claude is coming to Excel to help you find information quicker.

​Join the waitlist​

Affinity Added 1m Users in Less Than One Week

It's probably the curiosity bump, but many of those people will stay and abandon Adobe.

​Read more​

RECENT AND UPCOMING ENGAGEMENTS

Nothing directly new from me this week. But I was disappointed to hear about the end of CEX and Tilt Publishing.

Without buying the CEX never-ending ticket, I wouldn't have had the motivation to write my first book, The Visual Marketer (published by Tilt Publishing) Though it didn't last as long as we hoped, I'm still so thankful that they existed.

I learned a lot from the folks at Tilt Publishing and it will make publishing my next book, through Lulu, much easier.

DESIGN QUOTE OF THE WEEK

“Creativity is to think more effectively.” – Pierre Reverdy

My AI disclaimer: I wrote it all this week. If AI generates the images, I include the prompt so you can see how I got to that image.

Thanks for reading!

–Jim

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Looking for brand, creative, or digital help? Let's chat.​

Want better-performing visuals? Get your copy of my book, The Visual Marketer.

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Marketing by Design – Intentional strategy for creative marketers in the age of AI

Jim MacLeod

AI is redefining the marketing landscape. Stay ahead with this weekly newsletter on trends & how to prepare your career for an AI future.

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