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I just do it for real with my own brain, then I lie and tell people that “agentic AI” did it. They can’t figure out how I got the agents to do it, so they think I’m an AI master.
(And if anyone calls out my lie, I will say it’s an unintentional hallucination before drowning them with defensive word salad.)
If anyone asks, it’s a starting point for research. That’s it. I straight up don’t use it for execution except as a last resort and my work hasn’t suffered.
Well said, and same 👍
Art direction has taken the biggest leap in execution since the invention of Macintosh. But these executional leaps come at a price. Double edged sword and all that.
Too many executions that survive simply on execution, not ideas. It’s just like when art directors let the Mac set their type and stopped caring about typography in general. Glaring kerning problems running on national TV!
Now we have entire layouts of weak ideas generated in minutes.
You should ask AI
Rising Star
You use it to come up with ideas juniors typically come up with.
For copy I use it to articulate my insight/idea write ups. I take its best iteration and craft it from there. It’s a speed thing. For art direction stuff, midjourney/gemini has been a godsend to whip out the foundation for mocks or frames for storyboards. Saves HOURS of time. AI has been a godsend for the first/second rounds of creative presentations.
Show your work. Show what Claude hands you and show what you had to do to get it up to snuff.
Rising Star
Shift tone for brands to match client preference
It’s stupid how my old agency was so reluctant to using AI and just so scared to use it beyond mock ups and guess what
now it’s expected to be used from ideation all the way through execution and now they’re behind looking like dummies 
Your old agency is based