Why AI is My Creative Collaborator and Not My Competition
The future of creativity belongs to those who see AI as an opportunity
In creative discussions, few topics spark more heated debates right now than AI. Some embrace it. Others fear it. And plenty still choose to ignore it. But in my view, especially as someone who’s spent over a decade in the agency world, resistance to AI isn’t a strategy. It’s a liability.
Don’t get me wrong. I understand the skepticism. I have concerns myself, especially around the ethics of how certain platforms have built their training models. But even with those valid critiques, one thing is undeniable: AI is here, and it’s only going to keep getting better. The creative industry isn’t immune to change, and if we want to lead in it, we have to adapt within it.
Over the past year, I’ve leaned into AI as a creative collaborator. I use it to push ideas forward, develop early copy drafts, test visual concepts, and even get strategic input when I need to think through a new campaign or pitch. The tools I rely on vary on a daily basis. Some help generate images, some assist with audio and video content, and others integrate right into the creative software I use every day. But the real differentiator isn’t the tools themselves, it’s how I use them.
Everything starts with a strong prompt. I’ve spent hours refining how I speak to AI tools to get results that are actually usable. It’s a lot like working with a junior creative. If you want something effective, you need to clearly set direction, provide context, and be willing to iterate. And just like with any creative process, those iterations are where the magic happens.
Do I still rely on my instincts? Absolutely. Human judgment is what makes creative work resonate. But AI gives me the ability to explore more options, faster which is key. It makes my workflow more efficient, and in turn, gives me more time to refine ideas, coach my team, and elevate the work.
Here’s what I believe: The creatives who thrive in the next five years won’t be the ones who avoid AI. They’ll be the ones who learn how to use it in their creative process on a daily basis. To me, it’s not about replacing our roles, it’s about boosting them. The people who treat AI as a collaborator, not a threat, will be the ones shaping what the future of creativity looks like.
And that’s the place I want to be in.