IS CREATIVITY UNDER THREAT?

As a designer, I have a complicated love affair with AI. On one hand, ChatGPT and Adobe Spark have been game-changers—they speed up my workflows, automate tedious tasks, and give me the luxury of more creative freedom. But it all feels like a ticking time bomb, and I often find myself wondering if I’ll eventually be replaced by a computer. There are many artists out there worried that AI isn’t just a tool—it’s a threat to everything we value about originality and human creativity.

I’ve been in meetings where AI was celebrated as “the end of hiring copywriters” and seen artists’ work swallowed up by machine learning algorithms, repackaged as a "new creation.” For many of us in the creative industry, AI feels like the villain in our story. We know it can make our lives easier, but we also know it could eventually steal our jobs.

Fortunately, AI is no Claude C. Hopkins (yes, we all know you wrote that caption with ChatGPT). The brands that use AI effectively don’t use it to create an end-to-end experience, they use it to cross previously inaccessible bridges - like Nutella Italy using AI to create 7 million unique patterns for their packaging, a sellout campaign that was created with the assistance of AI but directed by Lavinia Francia (not ChatGPT).

HOW TO KEEP AI ON-BRAND: DON’T LET IT REPLACE YOU

Enough with the ‘what ifs’, AI is nowhere near replacing creative professionals, but for small businesses and solopreneurs, it can be a great tool in your arsenal. It has the potential to fill gaps in your skillsets, keeps budgets lean, and help you pump out content. Fortunately (or unfortunately, depending on who you ask) it won’t replace your intuition, your flair, or your brand’s unique identity.

For established businesses AI creates opportunities to explore previously impossible ideas and gives creative professionals yet another tool with which to capture the market. Just don’t forget to treat AI like a consultant, not an employee. Take everything with a grain of salt and understand that it doesn’t quite get the intricacies of your brand. It can provide valuable insights across a range of topics and fill knowledge and skill gaps but it’s no substitute for human creativity and industry experience (yet).

Want to cut corners? Sure, let AI run your copy. But don’t be surprised when your content starts sounding like everyone else’s. The brands that rise to the top aren’t playing it safe. They’re bold, creative, and driven by human insight, not just reams of data.

AI is a tool, not an expert. I don’t open photoshop and tell it to design a poster for me, and I don’t open ChatGPT and tell it to create an ad campaign. If you want recycled, safe, used, boring campaigns - use AI. If you want innovative, unique, unforgettable, campaigns hire a f*cking creative director.

AI IS NO SUBSTITUTE

AI will never be a substitute for real, human creativity. It can’t push boundaries, it doesn’t take risks, and it sure as hell won’t give you original work. In reality AI is only ever as good as a prompt, which means it’s really only as good as the human behind the keyboard. Get your copywriter to work with AI and they’ll likely be able to increase their output and deliver faster, more effective solutions. Try and replace your copywriter with AI and you’ll get generic, polished, forgettable content.

If you’re content with recycled ideas that just get the job done, then let AI take the wheel. But if you want campaigns that demand attention, spark conversation, and leave a lasting impact, invest in real creative talent. AI is powerful, but it’s not daring. And in today’s world, daring is everything.

AI IS A TOOL, NOT AN ARTIST

At the end of the day, AI is exactly what we make of it. Use it to automate the mundane, but don’t let it dictate your vision. Creativity isn’t just about efficiency—it’s about innovation. It’s about human emotion, perspective and authentic experiences. And that’s something no algorithm can replicate.

So, if you’re looking for content that’s safe, boring, and completely forgettable? AI’s got you covered. But if you want to break the mold, stand out, and truly connect with your audience? It’s time to bring in the creatives who understand what it takes to be bold.

Ready to make your brand unforgettable? Get in touch hello@annabelhs.com