So, what we really don’t do with AI is hand over the thinking. Trying to keep using the meat computer’s working awhile longer. And the thing with being in a creative industry and being creative people is that you are just that. Creative. AI is the opposite of creative. It is a brute force R&D machine. It’s “creative” is heavily influenced, borrowed , stolen, mashed together, and then spit out as a highly polished, slightly suspect, vanilla masterpiece. Creatives are still going to create because it’s in the blood. I don’t know if accountants feel that way about spreadsheets, but we feel that way about our industry. We hope that human-ness comes through in our work, and we hope it really shines in our consulting with businesses. 

We don’t let AI replace conversations with clients. We don’t let it define marketing strategy. We know it doesn’t understand your business, your customers, or your goals, at least, not like humans in marketing for 30 years do. And we certainly don’t copy and paste whatever everyone else is generating this week.

And that’s kind of where we’re at with AI. We’re continuing to document our experiences with it. And we’re feeling a little like digital anthropologists.