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The Ethical Imperative: Faranak Firozan on Why Brands Can’t Afford to Let AI Run the Creative Room

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4 months ago

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Santa Clara, CA, 29th September 2025, ZEX PR WIRE, As artificial intelligence becomes an increasingly powerful force in marketing, strategist Faranak Firozan is issuing a clear warning to the industry: while AI is an invaluable tool for efficiency, brands are making a dangerous and costly mistake by allowing it to replace human creative teams. In a new release, she argues that a reliance on AI for creative work poses significant ethical risks, particularly concerning issues of diversity, representation, and genuine cultural resonance.

Firozan’s perspective is a vital counterpoint to the hype surrounding AI in marketing. She acknowledges the immense potential of AI to automate tasks, analyze data, and optimize campaigns. However, she firmly believes that the soul of a brand—its ability to tell a compelling story and connect on a human level—is something that an algorithm simply cannot replicate.

The Rise of the Algorithmic Creative

The allure of AI in the creative process is undeniable. It promises to deliver content at scale, to hyper-personalize messaging, and to produce thousands of variations of an ad in seconds. For many brands, the cost savings and speed are too tempting to ignore.

However, Firozan argues that this efficiency comes at a great cost. When brands use AI to generate creative work, they risk creating content that is sterile, predictable, and devoid of genuine human insight. It’s a process of optimization, not creation. The resulting creative work may be statistically perfect, but it will lack the spark of originality and the depth of lived experience that makes a brand truly memorable.

The true art of brand storytelling, she notes, lies in a human’s ability to tap into collective emotions, to understand subtle cultural shifts, and to craft a narrative that feels both fresh and familiar. These are qualities that require empathy, intuition, and a lifetime of human experience—things that AI, by its very nature, does not possess.

The Perils of Algorithmic Bias

Perhaps the most significant ethical risk of over-relying on AI for creative work is the issue of algorithmic bias. AI models are trained on vast datasets of existing content, which inevitably contain the biases and blind spots of their human creators. When an AI is tasked with generating images, text, or ideas, it often replicates and even amplifies these biases.

Faranak warns that this can lead to a homogenization of brand creative, where representation becomes a checkbox rather than a genuine, thoughtful effort. AI might default to stereotypical portrayals, exclude certain demographics, or fail to understand the nuances of cultural identity. A brand that relies on AI for its creative output risks alienating and misrepresenting the very audiences it is trying to reach.

The solution, she says, is not to ban AI, but to put humans in the driver’s seat. AI should be used as a brainstorming tool or a powerful assistant to human creative teams. It can help analyze trends or suggest ideas, but the final, ethical decisions about representation and messaging must be made by a diverse group of people with a broad range of experiences and perspectives.

When Efficiency Replaces Empathy

In the push for automation, Firozan sees a worrying trend: the de-prioritization of empathy in the creative process. Building a brand is, at its core, an act of empathy—it is about understanding and connecting with another person’s story. This requires a human touch, a willingness to listen, and the ability to find shared humanity in a world that is often divided.

AI, in contrast, operates on logic and data. It can tell you what resonates, but it cannot feel it. When a brand’s creative is driven purely by an algorithm, it may lose the ability to speak to people’s hearts. It becomes a machine-to-human communication, rather than a human-to-human one. This may drive short-term results, but it will never build the deep, emotional loyalty that defines a truly great brand.

Faranak emphasizes that the most successful brands of the future will be those that strike a balance between technology and humanity. They will use AI to streamline the tedious tasks of marketing, freeing up their human teams to focus on what matters most: storytelling, creativity, and empathy.

A New Framework for a Hybrid Future

To help her clients navigate this challenge, Faranak has outlined a framework for a “human-in-the-loop” creative process.

Ethical Guardrails: Establishing clear, human-led ethical guidelines for all AI-assisted creative work. This includes defining what data sets are used, how diverse representation will be ensured, and which human teams are responsible for final approvals.

Creative Co-Piloting: Training creative teams to use AI as a collaborator, not a replacement. AI can be used for ideation, audience research, and production efficiency, while the human team retains control over the narrative, tone, and ethical direction.

Investing in Human Talent: Reinvesting the savings from AI automation back into a diverse and talented creative team. This is a critical step. A brand that truly values authenticity and cultural nuance will invest in the people who can provide it.

Qualitative Feedback Loops: Implementing feedback systems that go beyond quantitative metrics. This involves conducting qualitative research, listening to community conversations, and engaging in dialogue to understand how creative work is truly resonating on an emotional and cultural level.

The Future Is Human

Ultimately, Faranak Firozan believes that the brands that win in the long run will be those that never forget the human element. The greatest brand stories are not a product of an algorithm; they are a reflection of shared human experience.

“AI can make your process faster, but it can’t make your brand feel more real,” says Faranak Firozan. “Authenticity is a human quality. The most effective use of AI is to give us back the time we need to focus on what only we can do: create with empathy, connect with courage, and build something truly meaningful.”

About Faranak Firozan

Faranak Firozan is a marketing strategist and brand consultant based in Santa Clara, California. With over 12 years of experience in consumer branding, digital strategy, and inclusive communications, she is known for helping companies build culturally fluent, emotionally intelligent campaigns rooted in authentic values. Through her firm, Firozan & Co., she works with organizations across sectors to integrate equity and inclusion into the creative and strategic foundations of their brands.

Media Contact

Faranak Firozan

Firozan & Co.

Email: firozan@faranakfirozan.com

Website: https://faranakfirozan.com/

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Press Release

Smart Cocktails Launches a Responsible Multi-Format RTD Cocktail Platform

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40 minutes ago

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January 27, 2026

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A new RTD ecosystem combining premium taste, recyclable packaging, and built-in environmental impact.

Amsterdam, Netherlands – Smart Cocktails today announces the official launch of its responsible, multi-format ready-to-drink cocktail and mocktail platform, introducing a new standard for how RTD beverages are produced, packaged and consumed across retail, hospitality and on-the-go environments. Designed for modern drinking occasions, the platform brings together premium taste, operational flexibility and measurable environmental impact within a single, scalable system.

The Smart Cocktails range is crafted using natural ingredients and no artificial colours, and includes both ready-to-drink cocktails and a full 0.0% Smart Mocktails line. Products are packaged in lightweight, fully recyclable cartons designed to reduce material use and emissions compared to traditional glass, while supporting efficient, localised produce-on-order manufacturing in markets around the world.

The platform launches with multiple serving formats tailored to different retail and hospitality needs, including 330ml Grab-N-Go, 750ml Pour-More and the 1.5L Party-In-A-Box. Larger 5L and 10L bag-in-box formats are also available, supporting high-volume food-and-beverage environments and modern tap systems with consistent quality and reduced waste.

At the core of the Smart Cocktails proposition is a built-in impact model designed to deliver positive environmental outcomes at scale. Through the Smart Forest initiative, a tree is planted for every drink sold, embedding regeneration directly into everyday consumption rather than positioning sustainability as a separate add-on.

“Smart Cocktails was created to offer a smarter, more responsible way to enjoy great drinks,” said Maya Ellison, Head of Product Innovation and Sustainability at Smart Cocktails. “People are already drinking. We built a platform that allows consumers, retailers and hospitality partners to make better choices—without compromising on taste, convenience or experience.”

Designed to perform across supermarkets, gas stations, events and on-trade settings, Smart Cocktails brings together alcohol and 0.0% options, responsible serving formats and sustainable packaging in a single RTD ecosystem. As the category continues to evolve, the platform positions itself as a future-ready solution for modern consumption patterns and ESG-aligned retail strategies.

Smart Cocktails is rolling out across selected global markets, with additional formats, service solutions and partnerships to be announced as the platform expands.

About Smart Cocktails

Smart Cocktails is a responsible, ready-to-drink cocktail and mocktail platform designed for modern consumption. Made with natural ingredients, no artificial colours and fully recyclable packaging, Smart Cocktails delivers premium flavour across multiple formats while embedding measurable environmental impact through its Smart Forest initiative.

Smart Never Tasted This Good.
Think Smart. Drink Smart.
www.drinksmartcocktails.com

Media Contact
Jonas Richter
ESG & Impact Communications
Smart Cocktails
press@drinksmartcocktails.com

ESG & Impact Media Contact
Becki Partridge
Smart Cocktails
esg@drinksmartcocktails.com

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Press Release

Oceka Exchange Advances Sustainable Trading and Low-Carbon Infrastructure

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40 minutes ago

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January 27, 2026

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Oceka Exchange Pioneers Carbon-Neutral Data Centers and Sustainable Trading Framework

United States, 27th Jan 2026 – Oceka Exchange today announced that its global data center infrastructure has fully transitioned to renewable energy sources and officially launched its new Green Execution Initiative, further advancing a low-carbon trading environment and a sustainable investment ecosystem through carbon credit integration, ESG data visualization, and sustainability reporting tools.

As an innovator in fintech and digital asset trading, Oceka Exchange is building a carbon-neutral trading architecture designed to help institutional and professional investors achieve competitive returns while meeting growing environmental and social responsibility expectations.

Building Renewable-Powered, Low-Carbon Infrastructure

Oceka Exchange’s global data centers are now fully powered by renewable energy sources, including solar, hydroelectric, and wind power, supported by intelligent energy management systems to continuously optimize efficiency and reduce overall carbon footprint. This milestone establishes a high-performance, low-emissions trading infrastructure designed for long-term scalability and resilience.

“At Oceka Exchange, we believe sustainability should not be an add-on — it must be a core component of financial infrastructure. Through renewable infrastructure, we are building a greener, more efficient, and future-ready technology foundation for next-generation digital finance.”

Green Execution Initiative: Embedding ESG into Trade Execution

The newly launched Green Execution Initiative integrates ESG principles directly into the trade execution and risk management layers, including:

Carbon Credit Integration: Enables institutional clients to automatically pair eligible carbon credits with trading and settlement workflows to support compliant, automated carbon offsetting.

ESG Analytics: Delivers real-time ESG data visualization dashboards, enabling investors to assess the environmental and social impact of individual assets and entire portfolios.

Sustainability Reporting: Provides institution-grade sustainability and carbon disclosure reports aligned with international standards to support regulatory compliance and transparency requirements.

These capabilities allow institutional investors to more transparently measure the environmental impact of their trading activities while enhancing the credibility and effectiveness of their ESG investment strategies.

Strengthening Corporate Social Responsibility and Attracting ESG-Focused Institutions

Oceka Exchange positions corporate social responsibility (CSR) as a core pillar of its long-term strategy. By embedding sustainability goals into its trading technology and infrastructure layers, the company not only reduces its own operational environmental impact but also enables global capital markets to access greener, more responsible trading solutions.

“At Oceka Exchange, we believe the future of financial markets will be driven by sustainability, transparency, and technological innovation. Through carbon-neutral trading and advanced ESG analytics, we are delivering a next-generation trading platform that aligns performance with responsibility for ESG-focused institutional investors.”

As regulatory expectations and investor demand for ESG standards continue to rise, Oceka Exchange will further expand its green finance and low-carbon technology initiatives to help build a more sustainable digital financial ecosystem worldwide.

Media Contact

Organization: Oceka

Contact Person: Kelly Peterson

Website: https://oceka.com/

Email: Send Email

Country:United States

Release id:40650

The post Oceka Exchange Advances Sustainable Trading and Low-Carbon Infrastructure appeared first on King Newswire. This content is provided by a third-party source.. King Newswire makes no warranties or representations in connection with it. King Newswire is a press release distribution agency and does not endorse or verify the claims made in this release. If you have any complaints or copyright concerns related to this article, please contact the company listed in the ‘Media Contact’ section

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Press Release

CoreAge Rx Responds to Growing Patient Demand with Extended Support Hours

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1 hour ago

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January 27, 2026

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United States, 27th Jan 2026 — CoreAge Rx, a U.S.-based telehealth provider specializing in prescription weight loss and age-management therapies, has announced expanded customer support hours in response to a significant increase in patient volume. The move is designed to ensure patients receive timely assistance as they progress through evaluation, treatment, and ongoing care.

The expanded availability now includes evening and weekend support, allowing patients to connect with the CoreAge Rx support team outside of traditional business hours. Assistance is available via phone, email, and live chat, providing greater flexibility for patients managing their health alongside work, family, and other responsibilities.

According to CoreAge Rx, the decision was driven by sustained growth in patient engagement across its telehealth platform. As more individuals seek accessible, confidential, and fully online healthcare options, the company identified the need to align its support infrastructure with patient schedules rather than standard office hours.

“Telehealth only works when patients feel supported at every step of their care,” said Ella Jones, Contact Representative at CoreAge Rx. “Expanding our support hours allows us to meet patients where they are—on their time—whether they have questions about their treatment plan, prescriptions, or next steps.”

CoreAge Rx offers a streamlined, fully online healthcare experience, enabling patients to complete health assessments remotely, receive evaluations from U.S. board-certified physicians, and have prescription medications delivered directly to their door. The company emphasizes transparent pricing, no insurance requirements, and discreet delivery, removing many of the barriers associated with traditional in-person care.

The expanded support hours are particularly relevant for patients undergoing prescription weight loss treatment, where consistent communication and timely guidance are essential. CoreAge Rx specializes in compounded GLP-1 medications, including compounded semaglutide and compounded tirzepatide, which are prescribed following a medical review and tailored to individual health profiles.

With treatment plans customized to each patient’s needs, support interactions often extend beyond initial onboarding. Patients may reach out with questions about dosage schedules, medication administration, side effects, shipping timelines, or follow-up consultations. The additional availability ensures these concerns can be addressed without delay.

The company reports that patient demand has steadily increased as more individuals seek evidence-based weight loss solutions through telehealth rather than in-clinic visits. This trend reflects broader shifts in healthcare delivery, where convenience, accessibility, and confidentiality are becoming central expectations rather than added benefits.

CoreAge Rx’s platform supports patients through every stage of care, from initial eligibility screening to ongoing treatment monitoring. By extending its support hours, the company aims to reinforce continuity of care while maintaining responsiveness during peak usage times, including evenings and weekends.

Patients can now contact CoreAge Rx support through multiple channels during the extended hours, ensuring assistance is available when it is most needed. The company notes that this update is part of a broader commitment to improving patient experience as its services continue to scale nationwide.

CoreAge Rx is headquartered in Wichita Falls, Texas, and serves patients across the United States through its secure telehealth platform.

About CoreAge Rx

CoreAge Rx is a U.S.-based telehealth provider delivering prescription weight loss and age-management therapies through a fully online, confidential process. The company partners with licensed, U.S. board-certified physicians to provide personalized treatment plans and compounded medication solutions, offering patients convenient access to medical care without traditional clinic visits.

For more information, visit https://www.coreagerx.com/.

Media Contact:
Ella Jones
Email: support@coreagerx.com
Phone: +1 (940) 400-4927
Location: Wichita Falls, TX 76302, United States

Media Contact

Organization: CoreAge Rx.

Contact Person: Ella Jones

Website: https://www.coreagerx.com/

Email: Send Email

Contact Number: +19404004927

Address:Wichita Falls, TX 76302, United States

Country:United States

Release id:40668

The post CoreAge Rx Responds to Growing Patient Demand with Extended Support Hours appeared first on King Newswire. This content is provided by a third-party source.. King Newswire makes no warranties or representations in connection with it. King Newswire is a press release distribution agency and does not endorse or verify the claims made in this release. If you have any complaints or copyright concerns related to this article, please contact the company listed in the ‘Media Contact’ section

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Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.

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