In the world of brand, business and audience connection, we, as creatives, are hired not just to deliver what clients ask for, but to discover what their audience truly needs. We take their hopes, their challenges, their customer insights, we translate that into meaningful, memorable, effective brand expression.
Now, with the rapid rise of AI-driven tools and platforms, I see so much fear, rejection and dismissal from creatives. This meme has made more than a few rounds on Linkedin:
Now, with the rapid rise of AI-driven tools and platforms, I see so much fear, rejection and dismissal from creatives. This meme has made more than a few rounds on Linkedin:
But in truth, many of our clients already do this. They know how to fill out briefs. They know how to push “create” buttons. They know how to iterate until they feel ‘okay’.
What separates us as creatives isn’t just the execution. It’s the human intuition, the emotional empathy, the ability to ask the right questions, surface the unseen human truths behind a business challenge. It’s strategic thinking. It’s true emotional intelligence. It’s curiosity.
If we pretend AI isn’t impacting our industry, or worse, bury our heads in the sand, we risk being left behind, because the tides have already shifted: from hand written books to the printing press…. From automated templated websites to logo design marketplaces offering $50 packages, the evolution of our industry is constant and clients will always expect more for less. The marketplace is changing. So must we.
But this isn’t a call to fear. On the contrary: prepared, not scared. That’s my mantra. If we learn what AI can and cannot do, we can lead the conversation, not be sidelined by it.
AI is a partner. Not a replacement.
In my house we have a saying: "Prepared. Not scared." I have been teaching my now fearless daughter this from the time she started walking and at every new turn in her life, that could be a little scary, she knows what to do to over come it. Prepare. If we learn what AI can and cannot do, we can better lead the conversation around what we should or shouldn't be leveraging it for. And, not be sidelined by it.
Yes, we can scoff at the yellow-tinted images from early generators. Yes, we can laugh at the over-used em-dash-heavy copy. And yes, we might dismiss many crude ideas being produced by large language models. But none of that helps us be effective.
Instead, let’s adopt curiosity. Let’s explore what the tools do well, what they struggle with, so we can pick them up when they help, and manage them when they mislead
AI can accelerate ideation, automate parts of the workflow, provide surprising options. But the core of brand creativity (human insight, empathy, meaningful connection) remains in our domain.
What's at Stake?
If we, as strategic designers, creative directors, brand leaders, sit back and act like AI is someone else’s problem, we risk being left behind and worst, having someone else tell us how to use it.
But on the flip side, if we lean in: learn the tools, lead the conversation, integrate AI thoughtfully, we can reclaim and strengthen our value. We don’t just execute. We orchestrate. We guide. We connect brand and audience.
As Liz Miller said in her article Who’s Afraid of Little Ole AI: Some Post Adobe Max thoughts:
As Liz Miller said in her article Who’s Afraid of Little Ole AI: Some Post Adobe Max thoughts:
“AI is neither the printing press nor the creative job killer. It, like every innovative tool and instrument before it, is as powerful as the minds and the hearts of those who wield it.”
Thus: Knowledge is power, creativity is king and AI is just one more layer of professional growth that we designers need to step into, with open mind, not closed eyes. The future isn’t coming. It’s already here. The question is: Will we lead it, or react to it?
Let’s lean in.
Let’s prepare, not panic. Let’s understand the difference between what a machine can generate and what a human can feel, interpret, elevate. In doing so, we safeguard more than jobs, we safeguard the true value of design: human creative connection.
Want to learn more? Stay tuned for my next blog post where I'll share practical ways to think about and leverage ai to help your creative workflows and activate administrative efficiencies.