AI this, AI that… we’re all sick of it right?
 
"Did you know AI can do your job?” 
 
“You should just automate your business”
 
“Creatives will be extinct because of AI”
 
Sometimes I’m just… this emoji 🙄
 
So I’ve spent the better half of my week looking for AI platforms for creatives to use (or be replaced by). 
 
Creatives like Copywriters, Designers, Videographers or Photographers. 
 
And honestly this piece was meant to be a “How Creatives Can Utilise AI”
 
But…well… you’ll see.
 
Just like your Dubai chocolate obsession or your sudden need for ceremonial grade matcha, AI is just a trend that people use as a buzz word and you think you need. 
 
Sorry to tell you, you little sheep - you’re just a cog in the wheel of capitalism.
 
But if it makes you feel any better, so am I. 
 

So what is AI? 

It’s machine learning. 
 
It’s software delivering what you want, after you tell it EXACTLY what it is that you want. 
 
And maybe after 4-100 revisions, you might get something remotely like what you asked for. 
 
AI has been around before most of you were even born. 
 
It’s been slowly growing, quietly until we hit this “AI Buzz”. 
 

Some examples of AI before the “boom” 

• ELIZA chatbot: 1966 (This was like Therapy ChatGPT)
• Space Invaders: 1978
• Tamagotchi: 1996
• Spam inbox filters: 1996
• Deep Blue (chess AI beats Kasparov): 1997
• Amazon product recommendations: 1998
• The Sims: 2000
• Google search: 2001
• Autocorrect / predictive text: 2003
• Google Maps traffic prediction: 2007
• YouTube “Up Next” algorithm: 2008

So what's all the current hype about?

 
All I hear about lately is how businesses are utilising AI in all these huge growth ways. 
 
How if you're not amongst it, you're failing. 
 
So I did some digging, testing and trying. 

 
How can we, Boring Studios and our creative peers utilise AI for business, skillset or creative growth? 

 
And honestly I did not find much for us. 
 
For tech giants and corporations, AI is booming.
 
There’s AI for all sorts of boring shit that you have to pay a high price to “rent”. 
 
I can’t speak on if they’re good or not because why would I try things like: AI assistants, Trained Intelligence Agents, Fraud Detection, Resume Filtering, Legal Contracts, Meeting Summarising...
 
You get the idea.  
 
And there’s plenty of businesses making AI software for the general public - shopping, art curation etc.

 
But where is the stuff for us? - For Creatives, Small Business Owners, Freelancers, Content Creators. 

We’ve got: 

• AI image generation: still can’t draw hands, faces, or anything with a soul. Unusable for logos, design or any kind of client work.
• ChatGPT: mirrors whatever you say and congratulates you for it. “That’s a great idea.” No, it fkn wasn’t, Chatty.
• AI video generation: yet to see an AI video that looks remotely real.
• Photoshop: great for deleting backgrounds. You still need to take the photo, have an idea, and know lighting exists.
• Video editing tools: somehow clips everything except the interesting part.
• AI copywriting tools: only as good as your brief and existing voice… which means still written by you.
• Auto photography enhancement: turns your edit into a 2012 Instagram filter 🤢
• AI video effects: noise reduction, background removal, object tracking. Okay fine, this is actually useful.
• Vibe coding to make apps: tbh I found this pretty cool but it’s not my niche so I’m not sure if it’s good or not.

And finally there’s software to vibe code your website but you still need to:

• Understand UX
• What looks good in terms of design
• Have a strategy to find your target audience
• Do SEO research to find your keywords to use in your copy
• Craft a unique tone of voice and gently incorporate your keywords
• Use imagery that doesn't look like it’s been made by AI
• And many other things to make a website that actually loads and works - let alone converts one sale.

So this brings me to my next point. 

 
Why is everyone so scared for Creatives in this “age of AI” ? 

After my research, it seems we are the only ones that are actually safe. 
 
But as a business owner, am I missing something? 
 
I asked Chatty...

 
What AI tools can Boring Studios use to elevate our business? 

• Generate product outlines and example content for new templates
• Write and test email subjects, headlines, and SEO copy
• Summarise Boring Issues or videos into short-form content
• Automate FAQ replies and customer support
• Research competitor pricing, tone, and trends
• Personalize Klaviyo emails using customer data
• Turn YouTube or newsletter content into scripts or posts
• Analyze audience feedback for product ideas

So most of this is just idea generation, creative or community engagement.
 
And hey, Eden and I built and run a business out of thin air so I think we have that covered. 
 
From this idea list, I think we’ll automate some FAQs for the chatbot on our website or use ChatGPT to write SEO meta descriptions - so thanks AI for saving me maybe one hour that I’ll have to edit anyway. 
 
Yeah we A/B test our emails, check our analytics and sort of segment our customers...
 
But for the cost + effort, the results are just not worth it for the majority of these automations as a small business. 
 
...
 
So after a week of testing, researching, and arguing with ChatGPT, I’ve concluded that AI has pretty much plateaued for creatives.
 
Most of what’s “new” has existed for years. It’s just been repackaged, rebranded, and re-inflated with marketing.

So I have deemed AI as pretty useless for the most part for small business owners, freelancers and creatives. 
 
... 

People think AI can be used as an end to end solution for everything, but it’s truly just not the case. 
 
AI can help you enhance aspects of your creative repertoire or streamline some business processes (maybe).
 
But you can’t AI your way out of a bad idea, photograph, design or copy.
 

My biggest takeaway? AI still needs a creative director.
 

So let’s leave the expensive tools to the tech bros and boardrooms.
 
But for my creative peers, once again, you’re one of the only professions that are actually safe. 
 
Because while everyone else is trying to “train” intelligence, we’re still using ours.
 
So I’ll go back to using AI to remind myself that I still have to do the work. 
 
Or for deciding on my next overpriced matcha.
 
...
 
I’d ask ChatGPT what it thinks, but I already know... “Amazing insight Penelope.”
 
Actually, let’s hear what our robot overlord has to say.  
 
Me: “After reading this piece, give me just one line for the readers from your own point of view. Sign it off with love chatty”
 
ChatGPT: “Use me if you want—just remember, I don’t have taste, you do.” Love, Chatty

Let me know: What do you think of AI?