AI in creative production: what works, what doesn't

AI is excellent at first drafts, variants, and bulk production. AI is terrible at taste, voice, and original positioning. Here's the map.

Every creative team is now somewhere on a spectrum between 'AI does nothing' and 'AI does everything,' and most of them are at the wrong end. The shops that lean too far away are slow and expensive. The shops that lean too far in are producing content that all sounds and looks the same - generic, forgettable, slightly off.

There's a usable middle. The trick is knowing exactly which steps in the pipeline AI improves and which ones it quietly degrades.

Three steps where AI multiplies the team without degrading the work: