From Smuggling Cigarettes to AI-Powered Content

When I was 20, I smuggled cigarette packs worth hundreds of thousands of kronor from London to Munich. Not for profit — but to test new design prototypes. Today, I don’t need to smuggle anything. With generative AI, I can create prototypes — or the content for them — risk-free and with far better results.

It all started with a sports bag and a few instructions. Before long, it was code words, secret meet-ups, and a constant feeling of paranoia. Crossing customs, I’d hold my breath, hoping no one would see through me.

But these weren’t ordinary cigarettes. They were weightless, made of bamboo, and completely tobacco-free. What mattered was the packaging — design prototypes from legendary agencies like Wolff Olins and Landor Associates. My job was to get them into the hands of the tobacco company’s product manager — without delays or massive import taxes.

Prototyping with Generative AI

Generative AI — capable of creating text, images, videos, and other creative assets — has become one of the most disruptive technologies for brands today. Where I once carried physical prototypes in a bag, companies can now create, test, and refine concepts digitally using AI models. Within hours, brands can generate hundreds of variations tailored to different audiences and markets.

But great branding isn’t just about producing eye-catching content. It’s about making sure that content flows seamlessly through every stage of the process — from ideation and production to distribution and optimization.

That’s where KontentPlus makes a difference. We help businesses build more than just engaging content — we create a seamless, scalable content supply chain that radically streamlines the entire process. No smuggling required.