Come on, let’s be super frank — AI is here. And it doesn’t care.
AI could not give a monkey about your hard won degree.
Not about your painful process. Not about your clever-clever ‘user journey’ in flippin’ Figma. It doesn’t get tired wrists, doesn’t want a cheeky raise, and doesn’t whine about credits. It just shows up, does the job, and is off to the next thing.
Like a panda, it just eats shoots & leaves. Unlike a panda it’s faster. Cheaper, and crucially, more unbelievably average than the current efficiency chasers can ever dare to admit.
That’s the bit that should scare you — and the brands it’s being used for. It’s a scraper of what’s been done. Not a creator of what to do.
I think it’s fair to say that very swiftly we are seeing middle-ground creativity taking one hell of a beating — if not wholesale assassination. There seems to be only two roles left:
Those that decide what’s hot and those getting shot.
Because if creativity looks like a template… if ideas could be made with a plug-in… if the defining aspect is effort… it’s probably already been automated. But this isn’t game over. It’s game on.
The new Creative Director isn’t a title. It’s a mission. These CD’s don’t wait for briefs, they get on and write their own, or even better, just get on with making something. The power of the MVP just went up a notch. Not Canva cowboys. Not deck decorators. Not idea hoarders. But cultural architects. Brand evangelists. Belief builders.
Yes, AI can write. Design. Present. Pitch. But it can’t build a brand with nerve, guts — it won’t ache when things don’t hit the mark. It can’t make people feel more than an immediate disposable ick. That’s the job now.