There are two types of people making stuff: content creators and artists .

Both are creative. But there is one distinct difference: Content creators are willing to trade control for speed. Artists are not.

• Content creators are willing to trade control for speed. Creators are trying to get a good-enough cut, a performant-enough ad, or an

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And while AI might be changing how some work is done, it can't replicate you—your taste, your judgment, and your ability to create with empathy, intuition and soul. What it can do is act like a mini brainstorming team—helping you work faster, pitch better, or test new ideas. It's a chance to level up. To become a creative generalist and embrace new... See more

Even when something is openly acknowledged as AI-made, there’s still a scramble to reintroduce analogue signals – artefacts of process, scraps of effort – as a way to borrow credibility through the performance of craft. Take Coca-Cola’s annual holiday ad, once again made with generative AI and seemingly designed in a lab to tank stock value. After... See more