The anxious question in every studio right now is the same: does this make us obsolete? The honest answer is that it makes part of what we do faster, and the most important part more valuable.
Generation is now nearly free. What remains scarce is judgement — knowing which of the thousand options is right for this brand, this market, this moment. Taste is the bottleneck, and taste is hard-won.
AI is a remarkable collaborator and a terrible client. It will give you exactly what you ask for, which is precisely the problem when you do not yet know what to ask.
The agencies that thrive will use these tools to spend less time producing and more time thinking. The craft moves up a level. It does not disappear.
Sofia Marchetti
Executive Strategy Director
