Where to begin with my thoughts on AI. I probably first became fully aware of it a few years ago, when companies other than those not owned by Elon Musk began to dabble in AI. In the creative industry, AI existed on the periphery – an emerging technology that seemed destined for purely technical or scientific applications. Fast forward a few years and the landscape has completely changed. AI has crept up upon us fast and today it’s permeated nearly every aspect of our professional and personal ecosystems. 

While AI technology has quietly powered various platforms for years, from smartphone functionality to backend processes, its recent prominence in creative industries has been impossible to ignore. Organisations across all sectors are rapidly adopting AI tools for their efficiency, processing power and vast knowledge repositories. The benefits are undeniable. 

We now have our own Agency-AI product set, but these work only with our own expertise and craft. We also use AI to streamline operations and brainstorm ideas as an extension to our team but never to replace. It serves as a collaborative tool. An assistant that enhances our capabilities. This distinction matters profoundly to us – AI should never replace people.  

I’ve seen it first-hand on LinkedIn over the course of the last two years. With swathes of talented professionals being made redundant and replaced by ChatGPT, Gemini and the like. While the economic argument for automation is compelling, we must consider what’s being sacrificed: authenticity, individual perspective and hard-won expertise. Human creativity thrives on imperfection, experience and originality. Qualities that algorithmic precision cannot replicate. 

AI for me is a little too perfect, reliant on others’ ideas to the point of being generic and perhaps, excuse the pun, a bit robotic. 

Personal feelings aside, we haven’t shunned AI as that would be plain silly. We have embraced it albeit cautiously and with logic. Our AI-Agency products reflect a very definite philosophy. They’re designed to elevate human craft, not erase it. These tools add dimension and refinement to our work while preserving what makes our agency distinctive: our experience, our unique perspectives and, yes, even our mistakes. These elements drive continuous improvement in ways that AI, functioning merely as a component of our process, cannot achieve independently. 

As AI continues its rapid evolution, I hope that other companies like us will remain committed to a fundamental principle: always think human-first, AI-second.