The Dose Makes the Poison: As in All Things

Let’s talk about AI… again!

It is a necessary conversation, especially now that “No AI” is becoming the new organic seal of approval. But is such a drastic stance really necessary?

AI has been everywhere for a long time. In the creative industry, we should neither ignore nor demonise it. It is in our cameras, in eye-tracking and certainly in Photoshop, and it has been for many years. Most common programmes have long integrated AI, but back then we never let it take the lead. It was always a tool, never the director. That is why the old rule applies: the dose makes the poison.

The real problem is not the technology itself. It is digital sensory overload. Great creativity has a scent, a sound, a feeling. It can be abrasive and surprising. It lives through the human element: the chaos, the contradiction, the individual signature.

For creatives, it is about finding the right recipe. It is like cooking: too much salt and the dish is ruined. It is the same with AI. Use too much, and everything starts to taste the same. The art is to find the right balance and to use AI consciously: to make the impossible possible, to keep budgets in check or to discover new forms of creativity. Transparent, honest, authentic and with character.

Perhaps human intelligence is suddenly becoming the new premium in the creative industry, the gold standard in advertising, design and marketing.

But why see everything in black and white? It is all about the mix. Genuine, premium human creativity can hardly keep up today without the targeted, conscious use of AI.

Yes, we at INMEDIA use AI as well, in the right place and in the right dosage. Because an overdose is what is dangerous. It kills the magic. And then the high is over.

What a shame.