The HYPE of 2023 is definitely artificial intelligence, particularly (for brand equity)Chat GPT and Midjourney , two tools that can write the former and generate images the latter based on textual input better known as prompts.

And immediately the debate started: but now what will happen to copywriters and art directors? Do they still make sense? How will life in agencies change? Will we all be replaced by machines?

And well the answer is yes. We can tell the story any way we want, but the outputs I have seen these days challenging AI issue an unquestionable verdict.

I have worked firsthand on developing an AI, with the goal of streamlining some processes and giving creatives one more tool to do their work. I believe strongly in the role of technology as an amplifier of creativity, and that's why we talk about Augmented Creativity, so I'm actually perhaps among the few who are exalted by these innovations.

But many are starting to get defensive:

"Ahhh, but as I write it no one can write it."

"Ahhh, but how I imagined it no one can imagine it."

All bullshit I assure you, AIs bring out crazy outputs, within seconds or minutes if they are images. So everything will be changed. Keyboard wizards will rout the market. Central will be no longer one's background but one's sensibility and ability to "briff the machine."

But why creative people should not fear, but rather enjoy, because the thing that really matters is not how you write or how you visualize, but how you think.

But why creative people should not fear, but rather enjoy, because the thing that really matters is not how you write or how you visualize, but how you think.

THE creative and those who love it are in front of a new renaissance that will enhance and above all produce much beauty. Which, however, you know is in the eyes of the beholder. Will we be able to accept beauty by feeling intellectually authored leaving aside the fact that “the piece” does not come from us but from our virtual assistants?

This is the real thing we need to make peace with.

The idea is the Why of Sinek's circle, why and how are the execution, and today all creative people complain that they are mere executors. Then long live AI and long live augmented creativity.