Wait until your output looks like everyone else’s.

I don’t think the creative strategist job is dead, as I keep reading over and over again. I think it’s about to become one of the hardest roles to fill.

We work with brands that have a distinct look, and founders who can tell original creative from recycled output. And I’ll tell you what we’re already feeling: the pressure to be different has never been higher.

Because everything is going to start looking the same.

When everyone uses the same AI tools and agents with similar prompts, you get the same creative. Your differentiation as a brand cannot just be having better prompts or more advanced agents.

Here’s how I think about it: AI has originality limitations. People have time limitations. I see AI as the unlock to exactly that.

For the people who were holding creative jobs without ever being truly creative – yes, the alarm bells make sense. But for the ones who were creative all along and just never had the time to prove it: AI clears the task list, frees up the thinking, and eases the research process. What comes out of a genuinely original mind with actual breathing room is exactly what brands are going to be desperate for.

Use AI for what it’s good at. Let the creative minds do what only they can.

If you want to know more about the signs your creative is not hitting the mark, read this article here.