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Let’s talk about AI – again!
It’s a necessary conversation, especially since “No AI” is currently 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. It has been there for decades.
All 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 isn’t the technology itself; it’s the 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 us creatives, it’s about finding the right recipe. It is like cooking: too much salt and the dish is ruined.
It’s the same with AI. Use too much, and everything starts to taste the same.
It is about finding the right balance and using AI consciously to make the impossible possible, keep budgets in check, or 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’s all about the mix.
Genuine human premium 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’s dangerous.
It kills the magic.
And then the high is over.
What a shame.
