The power of AI
People often ask me the same question: “Aren’t you afraid AI will take over?”
Honestly, not so much.
To me, AI isn’t a replacement for human creativity. It’s a tool. A powerful one, yes, but still a tool. Without a human brain behind it—without taste, context, judgment, and intention—it doesn’t truly create in the way people imagine. And without the right prompt, it can be surprisingly average.
That’s why, at least for now, I don’t see AI as something to fear. I see it as something to learn, practice, and leverage.
AI doesn’t replace thinking, it rewards it
The biggest misconception is that AI “does the work for you.” In reality, AI tends to amplify whatever you bring to the table.
If you have a clear point of view, strong creative instincts, and the ability to articulate what you want, AI can help you move faster and explore more directions. But if you don’t, it won’t magically give you taste or strategy. It can generate options, but it can’t decide what fits your brand, your audience, and your goals.
In other words: AI can produce outputs, but humans still create meaning.
AI helps us:
speed up early-stage brainstorming
refine copy drafts and tone variations
summarize ideas into clear directions
explore multiple angles before choosing the strongest one
It’s like having an assistant that never gets tired. But the final decision still belongs to us: what to keep, what to cut, what to elevate, and what to protect.
So… are we afraid? No. We’re excited.
Because when used well, AI doesn’t reduce creativity—it can expand it. It gives us room to think bigger, test faster, and focus on what matters most: the human part of the process.