Ikea's CMO says brand must come from the company, not LLMs

Key points

• Vincenzo Riili, Ikea's global CMO, told Digiday LLMs should distribute a brand, not create it.
• LLMs draw on company sites, product pages, press and financial filings with little regard for authorship.
• Dentsu's survey of 1,950 senior marketers found 78% worry AI agents will make brand experience invisible.
• Riili says marketing is not ready to automate creative work and sees AI as 'a companion'.

Why it matters for marketers: Content teams should treat every public document, from annual reports to product pages, as brand copy that AI models may surface and repeat.