AI Fearmongering vs. Reality.

Do you really think AI is going to take over all creative jobs?

Let’s chat AI, because all we ever hear is fearmongering.

So be real… AI isn’t going anywhere.

It’s advancing and evolving.

But people’s use case for it is declining.

What are you talking about Penelope?
AI is making everything easier and creatives are going to be out of work.

Me: Rolls eyes 🙄

So ChatGPT 5 launched recently and all I’ve heard about it is people being like...

• “I made a version of Minecraft”

• “I re-created this big corporation’s website”

• “I copied this app”

And I’m like yeah and?

These are useless cases of AI.

There is no point in using AI for this kind of stuff.

Why?

• You can’t re-launch Minecraft.

• That big corporation isn’t big because of its website. It’s big from years of marketing, branding, and loyal customers.

• And what are you going to do with another version of Uber or Instagram without an audience?

That’s right.

Nothing.

There’s no glory or fame in copying someone else’s work.

And there really is no point for it.

...

This type of AI is being used for those who want a handout.

A shortcut.

And clearly to copy other’s creative work and ideas.

They want their five minutes of fame.
They want to feel what the creative feels when they create this stuff.
But do they know that the feeling of accomplishment doesn’t come from a quick prompt?

So there are no new ideas here.

And realistically, what are you going to do with another person’s idea?

Not much.

Which brings me to my next point about AI…

What does the future look like for creative services like design, copywriting, video editing?

Right now, the brands using real creative are boutique, original or big creative corporations.

It's the difference between Temu and artisanal. And it shows.

…

So you’ve probably felt it lately but it seems like everyone is bored of content and social media platforms. Why?

Because there’s the same tone and template used across all platforms for posts and captions - creating a numbness and boredom around content.

Honestly, content feels like a race to the bottom right now.

But this is a good thing for creatives. It won’t be that hard to stand out, making our services more sought after. Just make good work like we always have.

Oh but the people saying we’re out of work?

The clients and businesses using AI to cut corners with their creative are the same ones who couldn’t tell you the difference between a good brand and a bad brand.

You know the type. The ones who say…

• “Make this go viral by Tuesday”

• “Can you just copy Apple’s branding, but for a restaurant?”

• “Let’s make the logo pop”

• “I showed it to my cousin and she said it needs more purple.”

• “We want it to feel luxury but also cheap.”

The people using AI to make their brands, designs, copy or any creative are the same people who have no eye for creative work.

Your AI mirrors you so if you have no creative ideas, thoughts or input, that’s what it spits out.

The AI isn’t necessarily producing bad work.

But it is spitting out what you give it so if you’ve got nothing to give it, then it’s spits out some generic garbage.

...

Basically, these people can’t tell the difference between what will work and what won’t work so they say…

“AI can do this now” and guess what?

Their business will probably fail.

Just like trying to build a brand, you won’t notice that it’s got no stability until it’s too late - months, years and bam… you’re bankrupt.

It doesn’t happen sooner, but later….

Just like how the quick fix AI feels “complete” now but businesses will pay the price.

Dun dun dun…

So what does that mean for the future of creatives in the age of AI?

My prediction (which is already seemingly coming true)...

• AI creative services will be for the broke;

  AND

• The businesses who never cared or saw the value of creative work to begin with.

Creative people will become a luxury service.

There will be tags that say “No AI was used in this [film, design, creative]”

There’s already been a restriction on AI generated content on YouTube.

The rest will be following.

...

These business owners looking for handouts see creative as the finished product but those with a creative eye see it for what it is - unfinished garbage.

A prompt doesn’t mean you know what looks good, sounds good or what will be the best user experience for your audience.

Without research, expertise and a creative eye, the average person doesn’t know what will attract the right audience or bring in sales.

And that’s what we are being fed right now - that AI can do everything.

All you need is a prompt and you’re done and will have a great business, brand, social media account...

Me: Rolls eyes again 🙄

I do believe there is space for AI and AI creativity should be used by creative people.

AI can be a step in research, refinement, idea brainstorming, getting ideas to image quickly.

But...

You still need a creative eye, skills and talent to create anything of substance.

AI can give you output. But only humans can give it meaning.

Ideas need to be refined and mulled over... 2 months or 6 months vs one single prompt.

Which do you think will be better?

...

Some people are always looking for the silver bullet in life and those people never make it very far.

Use AI as a tool.

It can be part of the process but not the whole process.

At the end of the day...

AI will replace the lazy.

But the lazy were never your competition (or the clients you wanted anyway).

XO

Penelope

*No AI was used to create this piece of writing.