Creative Director VS AI

I come from a marketing background. Strategy, structure, numbers, media plans and narratives.
But over the years, what really shaped me wasn’t frameworks or decks it was people. Creative minds. Shapers. Designers. Artists. Photographers. People who think in images, instincts, references, and taste.

I learned by standing close to them. By watching how ideas are born, challenged, defended, and sometimes killed. I learned how fragile good work actually is and how much trust, time, and tension it needs to exist.

In the last five years, I’ve found myself becoming increasingly protective of that space. Not out of nostalgia or ego, but out of experience. Creativity has been steadily democratized, often with good intentions. More voices, more collaboration and accessibility. But I’ve also seen what happens when too many decisions are driven by data. When analytical profiles step into creative leadership roles and begin to shape the final output. Over time, the center of gravity shifts. Taste becomes negotiable. Responsibility becomes shared. And authorship quietly dissolves.

AI didn’t start this but definitely accelerated it.

With the release of tools like ChatGPT, the line blurred even further. Suddenly everyone can write. Everyone can concept. Everyone can art direct. Ideas are faster, cleaner, cheaper and everywhere. The question is no longer can we create, but how do we decide what’s worth creating.

When creativity becomes democratic, who is actually responsible for taste?