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Chief
People don’t want synthetic content. It’s an amazing technology without a tested and successful use case.
A few clients ask about it, mostly to see if it can cut costs or churn out quick drafts. But honestly, most still prefer a human touch. AI content tends to feel surface-level or samey, so brands that care about tone, emotion, and voice usually go back to real writers after a few tests
If you work for nestle, feels like everything is Ai now. 😭😭
Speaking from brand side, there are definitely explorations happening on how to use AI for quick projects in-house vs having to engage agencies. Keeping agency engagement for larger workstreams and taking more tactical creative changes in-house will probably become the norm