SCRIB3

Who knew IRL advertising for AI could work this well? 🧢 In this week’s Hits and Misses, SCRIB3 co-founder @arthurstern discusses why Anthropic’s campaign for @claudeai crushed it. And why @UberEats wrapped absolutely flopped. Let us know if you agree or disagree below.

Link to join ↓ luma.com/uban71ql

Our very own @cynbahati will be speaking at @sxsw tomorrow in Austin 🤠 If you're around, come join us.

@readysetgopal @tryramp @arthurstern that's such a great point! too often it feels inauthentic. but this one nailed it

@scrib3_co @tryramp @arthurstern Celebrity integrations for brands is interesting, and the authenticity test is simple: would the celebrity actually use this product in their real life? if the answer is no, the audience can smell it instantly. Ramp did a great job here

Kevin Malone was the secret to success for @tryramp’s latest marketing campaign. See SCRIB3 co-founder @arthurstern talk about why this worked - and the key difference between an ad and a lasting brand impact.

@ParodyNAKAMOTO @arthurstern @claudeai @UberEats literally

@scrib3_co @arthurstern @claudeai @UberEats Uber lost the plot

Who knew IRL advertising for AI could work this well? 🧢 In this week’s Hits and Misses, SCRIB3 co-founder @arthurstern discusses why Anthropic’s campaign for @claudeai crushed it. And why @UberEats wrapped absolutely flopped. Let us know if you agree or disagree below.

@karhen_barbiie @arthurstern @claudeai @UberEats they totally missed the point!

@scrib3_co @arthurstern @claudeai @UberEats facts, uber eats was lost

@nostaliga21 @arthurstern @claudeai @UberEats yes, that seems to be the move!

@scrib3_co @arthurstern @claudeai @UberEats claude went human route

A short poem from the desk of @Celeste_Oyster. Daily tweets aren’t a strategy. Build your brand. Hone your vision.

Missing: Brands that make us feel something. Texas got the first @scrib3_co poster. Where to next?

In a moment of rebellion against AI slop, the people are returning to Wikipedia. A site that was historically shunned for being unreliable in academic and professional settings is looking more and more reputable as the rise of AI-generated misinformation continues. Today's anti-trend is WIKIPEDIA, and what this means for your brand. As of late 2025, ChatGPT has roughly 900 million weekly active users. For a software that’s only in its third year, this number is staggering. Though the exponential growth of LLM users is undeniable, there’s something that your audience is also craving: Humanity. While AI threatens to reduce human readership and introduce hallucinations, Wikipedia fights back by maintaining human-verified accuracy, strict citation standards, and using AI for content moderation rather than content generation. Plus, it remains strictly ad-free as companies like OpenAI toy around with the idea bringing advertisements to their LLMs. What does this anti-trend prove? That there’s a small but mighty group of people who would rather get information from a real person than from artificial intelligence. If you’re a company that relies on a human touch - think hospitality, healthcare, or any sort of service-based industry - keep in mind that people are talking to more and more robots these days. But they may actually prefer not to. Over 80 percent of companies plan to integrate AI agents within one to three years, and 51 percent are already using them in production, driven by a rapid shift toward automation in customer support, marketing, and internal operations. But it’s important to ask whether this is truly helping or just frustrating your customer. For instance, if the tech is not yet available to ensure a smooth interaction, relying on a human to answer questions and provide assistance may be preferable. Duolingo for example is still paying the price for announcing its shift toward becoming an AI-first company. A recent Duolingo tweet about winter Olympics star, Alysa Liu, got just over 30K likes. A quote tweet of this post, stating simply “#hirehumanemployees” got nearly 300K. If incorporating AI will save your company money, but alienate and anger a core part of your user base, be sure to assess the tradeoff. You don’t want to fall behind, but you also don’t want to become identical to every single one of your competitors. Instead, take inspiration from Wikipedia: don’t forget your roots, and stay human-focused. You’re not going to be suddenly replaced overnight. Such authenticity will be rewarded. As business author Mark Schaefer says in his latest book, Audacious: How Humans Win in an AI Marketing World, “The greatest technology in the world can’t replace the ultimate relationship-building tool between a customer and a business: the human touch.” People who are sick and tired of AI interference, like those returning to Wikipedia, will become your most vocal and ardent fans. And just like that, word will travel. After all, AI bots produced more than 88 billion views for Wikipedia in 2025 alone. So can ChatGPT ever really replace it? To summarize, don’t introduce AI for the sake of it. Because in a world full of Geminis, Claudes, and Copilots, sometimes all we really need is good old-fashioned human camaraderie (sometimes in the form of a Wiki article).

@cynbahati 👀

@pinatacloud Check it out: instagram.com/scrib3_co/

Check out how we brought "cacophonic harmony" to life for @pinatacloud. To extend the brand universe, we took inspiration from things that shouldn’t work together, but do. Latest campaign case study, live on the SCRIB3 Instagram.

coming soon

Does your brand actually NEED to sound like a 24-year-old girl on socials? This week we’re diving into a marketing epidemic: brands using Gen Z speak. Listen below to see how it backfired on @DoorDash. 👇

If you have the most beautiful graphic design but it doesn’t spark emotion, you have failed as a brand. “Brand is more about how the whole experience makes you feel,” SCRIB3 VP of Strategy @nmitchell11 shared. What emotion is your marketing team trying to evoke?

@eigen_da Link to the IG: instagram.com/scrib3_co/

SCRIB3 is live on Instagram. Our first set of posts discusses our work on @eigen_da, a web3 data-availability layer. Instagram is our new art gallery, a home for our best and favorite campaigns. Follow us at the link below!

Forty percent of Americans did not read a single book in 2025. But today we’re discussing the people who did. Today's anti-trend is READING, and we’ll dive into how your brand can connect with this exclusive group of folks bringing literacy back in 2026. Over the past two decades, the population of readers has been steadily decreasing. Conversely, electronics usage is through the roof. Screentime for American adults has increased by over 60% since 2020, with daily usage often exceeding 13 hours. That’s more than half of the day spent, oftentimes, mindlessly scrolling. But many scrollers are starting to recognize their bad habit, and are drained and tired of the endless fodder their phones hurl at them. One in every six TikTok videos is an ad, and you can’t scroll through your friends’ Instagram stories without being bombarded with links to sell you something. Social media is becoming anything but social, and heavy users can feel their brain deteriorating. So some are turning to reading. And as a brand, you need to pay attention. IRL connection is coming back. Folks are opting to leave their cell phones at home when they can. Some are even setting their iPhone settings to “grayscale,” so the millions of apps, tasks, and notifications become less appealing. If your target audience starts leaving electronics at home, how can you reach them? If people are deleting Instagram off their phones, how will you spend your paid media budget? The solution: meet them where they’re at. In real life. Of course, many people will maintain screentime in the double digits, still giving into heavily curated online ads. That being said, if you’re a marketer looking to reach the people who’ve “had enough,” here’s what you do: Avoid Zoom conferences and livestreams. Limit virtual-only influencer campaigns. Whenever possible, remove the screen. It has become a barrier between you and your most loyal customer. Instead, focus on real-time activations, or physical moments and items that spark inspiration. Whether that’s a pop-up, merch, or both, is for you to decide. But even entire AI companies are opting for the IRL, as we saw with Anthropic’s “zero-slop pop-up” and complementary thinking cap. So write the detailed newsletter and print it out. Sprinkle in hot takes, educate the masses. Take out an ad in a physical newspaper or magazine. Staple a piece of paper to a telephone pole. And in your free time, pick up a book. Don’t succumb to being just another post in the doomscroll. Don’t blend in. Break through.