This is what becomes more valuable as AI makes everything sound samey

Someone stole 12 tons of KitKats last week and honestly, respect.

First, everyone thought it was an elaborate April Fool’s prank. But turns out a truck carrying 12 tons of KitKats vanished, a confectionery heist. You couldn’t make this up!

And then KitKat did the thing that every brand dreams of doing and almost never pulls off. They nailed it.

Their statement was calm, witty and reassuring. Did you feel giddy with relief that the supply wasn’t affected? Phew. And you have to love the line: ‘No concerns for consumer safety’.

And then, because no good internet crisis goes to waste, other brands happily rode the chocolate-coated crisis coattails. Sorry, I couldn’t resist the quadruple alliteration.

Domino’s
‘We would like to share our thoughts and condolences with KitKat following their recent sad news. On a completely unrelated note, we’re pleased to announce we will now be selling a new KitKat pizza.’

DoorDash
‘Official Statement. Hey guys, DoorDash here. Due to a completely random packaging error, we have 12 tons of KitKats that we can’t sell. The good news: all you have to do is go to your DoorDash app and add like 500-600 KitKats to your cart, and this should resolve itself quickly. Thank you.’

Even countries jumped in and here’s Kerala Tourism’s response.

Every single response made me laugh out loud. And it’s not just that they’re funny. You can feel a human mind working through the problem in real time.

You could never mix up Domino’s response with DoorDash. Even Kerala Tourism joining the fun made no logical sense and was therefore delightful.

And that is the point.

As AI makes more and more things sound alike, personality becomes more valuable. Domino’s didn’t just make a joke. They made a specifically Domino’s joke.

Personality is position. It is being willing to sound like you, even if some people won’t get it. It is having a point of view sharp enough that someone could pick it out of a lineup.

AI can produce polished, competent, perfectly acceptable copy. But it struggles with distinctiveness, surprise and the odd little twist that makes something feel recognisably human.

What would only you say? And are you brave enough to say it?

PS: KitKat has now launched a tracker to help identify bars from the stolen batch. Somewhere, a brand team is having the time of their life.