AI makes creative work faster, writes Gleb Tsipursky, but also makes poor judgment more dangerous. The winners won't generate the most options, but will know which options should live.
In the morning, a creative lead in Toronto opens a client brief and asks for ten launch angles, three French-language adaptations, two regional hooks, and a tighter version for paid social.
Seconds later, the hard part is no longer producing options. The hard part is deciding which option deserves the brand.
Tech insiders argue judgment and discernment could give humans an edge over AI.
AI can automate the mechanics, but human judgment and creativity are what drive impact for brands.
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