I am so weary of everyone excitedly sending AI-generated slop my way. Headshots, “content,” writing. I’m seeing it in such great volume that it’s all mushing together into one big bowl of generic slurry.

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The novelty has worn off. All this garbage is the same. This always happens when certain skills are democratized. As I read someone else said in LinkedIn “It’s like karaoke. But just because everyone gets a microphone, doesn’t mean everyone can sing.”
The need to differentiate your brand will ALWAYS exist, and this is something only humans are capable of doing.

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I feel like this is the kind of thinking that’s going to make you surprised in ten years when you’ve lost any chance at a great rest of your career to AI. Yes, human experience and nuance is needed to turn mindless AI into something valuable. However with the right prompts, AI can already do like 80% of the work for you. The novelty has absolutely not worn off. And it is getting smarter and more creative. AI is absolutely capable of providing ideas on how to differentiate brands in meaningful ways. I choose to utilize it as a tool and elevate whatever it does spit out into the best ideas I can muster. And I play around with new AI tools pretty much every day. I agree with your karaoke analogy to a certain extent, however just like with singing, with more practice, you become better at it, and maybe with enough you can even become great. It’s the same with AI. IMO creatives who aren’t fully embracing it and learning how to use it to elevate their existing talent, will be left behind very quickly. Our bottomless pit consumer society does not care whether the idea behind a great ad was sparked by a seasoned creative director in Brooklyn or a brainless LLM.

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Cool. But clients are asking for it, holding companies are selling it, and the people you lead are probably trying to learn it. What are you doing to help them elevate it?

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