The Honest Truth About AI in Creative Work
Let's skip the hype. AI isn't going to replace designers. It's not going to write your brand story. And it's definitely not going to understand why that shade of blue feels wrong.
But it is going to change how we work. And if you're not paying attention, you're going to fall behind.
We've spent the last year integrating AI tools into every part of our creative process. Here's what we've learned — no fluff, no vendor pitches, just real-world experience from shipping real projects.
What AI Does Well
1. Research & Discovery
Before AI, the discovery phase of a project could take a week. Competitive analysis, market research, audience profiling — all necessary, all time-consuming.
Now? We can synthesize competitor landscapes in hours. Not because the AI does the thinking for us, but because it handles the gathering while we do the analyzing.
The tool: Claude and ChatGPT for research synthesis. We feed them specific frameworks and get structured outputs that we then challenge and refine.
2. First Drafts & Ideation
The blank page is dead. Not because AI writes our copy (it doesn't), but because it gives us something to react to. It's easier to edit than to create from nothing.
Our workflow:
- Generate 10-15 directions for any creative brief
- Identify the 2-3 that have potential
- Develop those with human judgment and craft
The key insight: AI is an ideation partner, not a replacement for creative direction.
3. Code & Development
This is where AI has made the biggest impact on our speed. Modern code assistants can:
- Scaffold components in seconds
- Handle repetitive patterns automatically
- Catch bugs before they ship
We've cut development time by roughly 40% — not by writing worse code, but by spending less time on boilerplate and more on the parts that matter.
What AI Does Poorly
Brand Voice & Tone
AI can mimic tone. It cannot create it. Every brand has nuances that come from human decisions, cultural context, and taste. AI doesn't have taste.
Strategic Thinking
AI can process information. It cannot make judgment calls about what matters. Strategy requires understanding human behavior, market dynamics, and the courage to say "no" to good ideas in favor of great ones.
The Last 10%
The difference between good work and great work lives in the details. The kerning adjustment. The animation timing. The word choice that transforms a sentence. AI gets you to 90%. Humans get you to 100%.
Our Actual Tech Stack
Here's what we use daily, no affiliate links:
| Tool | Use Case | Impact |
|---|---|---|
| Cursor | Code development | 40% faster shipping |
| Claude | Research & writing | Better first drafts |
| Midjourney | Visual exploration | Rapid concept testing |
| Figma AI | Design iteration | Faster prototyping |
| Vercel v0 | UI scaffolding | Component speed |
The Human-AI Balance
The agencies that will win aren't the ones using the most AI. They're the ones using AI most intentionally.
Our rule is simple: AI handles the mechanical. Humans handle the meaningful.
- AI gathers research → Humans extract insights
- AI generates options → Humans make choices
- AI writes first drafts → Humans refine craft
- AI scaffolds code → Humans architect solutions
What This Means for Our Clients
When you work with us, you get the speed of AI and the judgment of experienced creatives. That means:
- Faster turnaround without compromising quality
- More exploration within the same budget
- Better decisions backed by broader research
The result? Work that's both faster and better. Not a trade-off — a genuine improvement.
Looking Forward
The AI landscape changes weekly. Tools that were essential six months ago are outdated today. What doesn't change is the need for clear thinking, good taste, and the discipline to use technology as a tool rather than a crutch.
We'll keep sharing what we learn. Because the best thing about this moment in creative work isn't the tools — it's that the barrier between having an idea and making it real has never been lower.
And we take that seriously.
