Let AI Inform, Humans Create

When brands lean too heavily on machine intelligence for creativity, the outputs converge to the mean (round of applause…statistics!). You’ve probably noticed as much in a lot of the posts on this platform. It's quicker, more “efficient," and easy to convince ourselves that it's great, but it's producing something more like a commodity: a lot of sameness, available to everyone.

Admittedly, there's tension, because almost everyone is under pressure to use AI as much as possible. But the risk is in chasing speed and scale we forgo originality and render ourselves obsolete. Just look at Cracker Bar…oh wait, they changed it back? Nevermind.

There’s a place for AI in creativity (that's what RYA is built for), but it's not just in helping us execute ideas faster. It's for the step before creativity: informing our idea generation.

The irony here is that slower, more deliberate creativity may well be more valuable than ever. Informed by AI, but generated by people.