Future of Marketing Briefing: Marketers confront a new kind of brand safety problem in AI video

The latest thing keeping marketers up at night about AI isn’t deepfakes or disinformation — it’s SpongeBob. 

The cartoon character has become an unlikely mascot for the flood of AI-generated videos taking over feeds, blurring the lines between parody, harmless fun, copyright infringement and misinformation. In the ensuing panic, it’s made one thing clear: AI-generated videos like news and user-generated content before them, exist on a sliding scale — from harmless to outright harmful — and people are watching it. 

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