Kunal Mukherjee

Human + AI strategist for marketing and brand teams. What to hand to AI, what to keep. Creator of The Human Line. Ex-Disney, UTV.

[Kunal Mukherjee @mukherjee_kunal]

Geoffrey Hinton told 60 Minutes that AI is already comparable with radiologists at reading medical images. I'd want it as a second opinion on my X-ray, with my doctor still making the call. Would you? @60Minutes #AI

[Kunal Mukherjee @mukherjee_kunal]

A company owns every word it publishes, even a chatbot's.

In 2024 a Canadian tribunal ordered Air Canada to pay about CA$812 after its chatbot gave wrong refund advice, and said the airline is responsible for its whole website.

Crisis response: score 9, Hold.

Draw the line.

[Kunal Mukherjee @mukherjee_kunal]

AI flagged 76 possible cosmic magnifying glasses in sky images, and telescopes confirmed 70 of them. That's the split I like: AI does the searching, people do the checking. Where else should we work this way? @NOIRLabAstro #AI

[Kunal Mukherjee @mukherjee_kunal]

Quick order updates can be automated. A worried customer cannot.

Klarna says AI still handles about two thirds of its customer chats, and it promises a path to a human.

Order status replies score 2: Hand off. A customer apology email scores 5: Team up.

Draw the line.

[Kunal Mukherjee @mukherjee_kunal]

Demis Hassabis, now Chair of Google DeepMind, warned that the AI race might tempt some players to cut corners on safety. I'd happily wait a little longer for an AI that was built carefully. Would you? @GoogleDeepMind #AI

[Kunal Mukherjee @mukherjee_kunal]

A media plan is only as good as its arithmetic.

A draft plan scores 4: Team up. AI can lay out channels and splits. You re-check every number against budget and past results.

Spend always needs a named human approval, whatever the score.

Draw the line.

[Kunal Mukherjee @mukherjee_kunal]

Sending free products to creators? Their post may need an ad label.

In India, ASCI says creators must disclose a material connection, even free products nobody asked them to post about.

Outreach drafts score 4: Team up. AI drafts, you personalise.

Draw the line.

[Kunal Mukherjee @mukherjee_kunal]

AI can already predict when a sperm whale is about to dive deep, just from its clicks. What the clicks mean is still unknown. I know what I'd ask first. What would you ask a whale? @projectceti #AI

[Kunal Mukherjee @mukherjee_kunal]

A brand name has to last for years.

Naming scores 8: hard to undo once launched, hard to check, and it takes taste and care for everyone it touches. Zone: Hold. AI can bring 100 ideas to inform you. A named person decides, with legal checks.

Draw the line.

[Kunal Mukherjee @mukherjee_kunal]

Disney's Olaf robot learned to walk inside a simulator, copying motion made by animators. A cartoon moving like the film is a lovely use of robotics. Would you chat with him? @Disney #AI

[Kunal Mukherjee @mukherjee_kunal]

Notes from the boardroom need more than a quick skim.

Board meeting notes score 4: sensitive content, and the wording shapes how leaders are seen. Zone: Team up. AI drafts, you challenge, edit and approve before they go anywhere.

Draw the line.

[Kunal Mukherjee @mukherjee_kunal]

Your weekly numbers summary should not eat your Monday.

An internal performance report scores 1: easy to fix, every figure can be checked against the dashboard, little taste needed, nobody hurt. Zone: Hand off. AI drafts it, you spot-check three numbers.

Draw the line.

[Kunal Mukherjee @mukherjee_kunal]

Sources: Pop Mart H1 2026 results https://t.co/2WuySg5fkI and the bear case https://t.co/AwQRnD286K

[Kunal Mukherjee @mukherjee_kunal]

I worked at Disney. So when people say Labubu was just a fad, I think about a mouse.

Why I think Pop Mart is just getting started.

[Kunal Mukherjee @mukherjee_kunal]

Next Disney, or next Beanie Babies? One word.

[Kunal Mukherjee @mukherjee_kunal]

A chatbot that can quote a price can quote $1.

In 2023 a Chevrolet dealership's bot replied "That's a deal" to a $1 offer for a new Tahoe after a user told it to agree with everything. The dealer switched it off.

Pricing always needs a named human.

Draw the line.