AI can generate content in seconds, but speed is not the same as creativity, says Richard Silbermann.
AI is changing creative production and there are two emerging opinions.
Agencies are panicking, worried AI will replace designers. Clients, on the other hand, are overexcited, convinced that a decent prompt is all you need to produce great work.
Neither is true. And if you’re managing a brand, getting this wrong will cost you.
What AI is good at
It produces visual assets fast. A prompt that once meant briefing a studio and waiting a couple of days can now generate plenty of options in minutes. For teams under pressure, the ability to produce more, faster, for less is a real advantage. The economics of creative production have shifted and teams that ignore that will suffer.
