AI loves to tell stories. A lot. Fast. And when nobody tells it where to go, it tells what it knows — namely everything that has already been told. That is not malice. That is duty without a soul.

AI makes an excellent bouncer of a storytelling doll house. No list. No judgment. Everyone gets in — princess, warrior, world saviour, failed founder with a heart. It tries on life variants like costumes, turns them around, recombines. It does that well. It should do that. Only the industry is currently confusing the doll house with life itself.

The existential plot — the story of what meaning the torn T-shirt holds, the last perfume of the mother, the first flat, a hiding place for bliss — that must be told by a human being who has lived something.

AI can generate texts about death, millions of them. But it has never lain awake at night not knowing whether the fear is the fear of dying or the fear of being forgotten. It does not know the difference from the inside.

Purpose donation is the gift that storytelling makes. I give meaning to something that must first be deciphered, that does not yield itself freely. That requires knowing what is finite, what hurts, what counts anyway. AI has nothing to which the end means anything.

Consumer literature — the genre we are missing. The kind that astonishes. That still moves the generations after us. For that, Dada steps in. Through Dada this genre can develop.

Not through explanation. Through touch. Untidy Soulweather follows this movement: answers to the question of what this thing is doing in the world have no clear weather. Sometimes hail in June. Every tidy answer is a lie. And Kiss the Secret means: move close to what the brand does not dare to say out loud — and kiss it. The secret stays. But it was touched. No prompt whispers that.

A brand that tells stories at this level does not turn the customer into a target group. It makes them elevated. It does not drill into their weakness. It trusts them with the big question.