We’re currently watching AI unfold in real time. New tools, new ethical questions and it’s all moving fast. Some are quietly reshaping workflows while others feel like speculative fiction brought to life.
To get a pulse check, we turned to our Slack channels and asked the team: What’s the most useful, brilliant, or strange way you’ve used or seen AI used recently? It’s the links we’re sharing, the tools we’re messing with, the moments that make us pause or send a “???” in Slack. Welcome to As Seen On Slack by MAS.
AI Wears Prada
Our Clueless dreams are finally here! It’s not just nostalgic, it’s a glimpse into how digital identity, styling, and self-presentation will be shaped by AI in ways we haven’t fully anticipated.
I find Doji especially compelling because it starts to deliver on the promise Clueless made years ago—that one day, we’d be able to digitally plan our wardrobe and outfits like Cher Horowitz. Jokes aside, I’m genuinely interested in how our digital twins will reshape how we interact with brands and with each other.
-Arianna Lebed, Director of Creative
Digital Twins
It sounds futuristic, but it’s already happening. H&M’s AI-generated models raise real questions about labor, consent, is it empowerment or exploitation?
H&M’s experiment with digital twins fascinates me because it immediately surfaces ethical questions more nuanced than "is AI evil?" and instead, Is it genuinely empowering for models to earn passive income from their digital selves while still booking other gigs? Or is this just a cheerful first step toward making real models obsolete?
- John Durovsik, Associate Director, Creative Technology
AI is Lurking So You Don’t Have To
Traditionally, tracking online chatter meant keeping tabs on brand mentions or trying to anticipate trending topics. Now, AI tools are going beyond monitoring, they’re interpreting, and forecasting before it even hits your radar.
With Blue Silk™ GPT, experiential marketers can now predict activation performance based on topic volume and critical KPIs like consumer sentiment and crisis predictive analysis. While I firmly believe AI should be a valuable tool in your toolkit—not the entire kit itself—I've seen first-hand how these machine learning models simplify the dynamic, often chaotic world of social and consumer data, transforming complexity into clarity without sacrificing strategic nuance. Read More
-Abby Stevenson-Greiss, Marketing Manager
AI isn’t just speeding things up. It’s styling our outfits, listening to our customers, building versions of us that can earn while we sleep. Some of it feels helpful. Some of it feels like a Black Mirror episode come to life. All of it forces us to rethink how we create, connect, and stay relevant in a space that’s shifting by the week.
And while no one has the full playbook yet, one thing’s clear. If you're not experimenting, you’re already behind.