Oh boy, the title says it all: ad agency guy writes an article about AI, real original. Now hear me out … I promise to keep this short and (hopefully) entertaining.
Side note, I hate that I can’t use em dashes anymore without people questioning it. I’ll have you know that one of our writers turned me on to them—thanks, Carey!
The rise of machines + the death of creativity
Since its spaghetti-eating, multi-fingered body-horror origins to becoming an everyday tool in the creative and marketing world, I’ve been keeping an eye on AI. I’ve explored it, experimented with it, and watched the industry argue about it. Ethics, implementation, fear, fascination … people are all up in their feels about it. What’s interesting is that both die-hard adopters and skeptics seem to agree on one thing: we should understand it before we blindly follow or write it off.
So here it is: my first public stance on AI.
It’s a tool. Full stop.
Safe? Maybe. Domesticated? Sure.
If it’s a hammer in the construction of your custom home, it doesn’t swing itself—it needs precision, intent, and experience to be used properly. The moment that we start taking those things out of the equation is the moment we become reliant on shortcuts, and that’s where it gets dangerous.
Talking in circles
I was recently part of a group from EPIC that attended a massive industry tradeshow. We had a mix of account managers, someone from web dev, someone from PR, and a couple of creative folks—a real casserole of disciplines and perspectives.
Here was my biggest takeaway:
AI was the theme of the show. It seemed like every exhibitor was there to show off their patented AI technology, but few could tell me what it did, let alone how it actually helped.
I had genuine conversations with company reps in their booths, and I kept asking the same simple question:
“What does your AI do?”
The response was almost always some version of:
“It helps lead to better outcomes.”
“Great! How?”
…
“With AI.”
Then it hit me: many of these (often-branded) AI implementations weren’t being explained at all. Not verbally, not on trade show panels, not on LED video loops. There was no clarity, no articulation, no explanation about what it does, or why it’s beneficial to the buyer of their product.
This one stumped me, making me reflect on the state of ALL of it.
Whatcha sellin’?
Here comes the uncomfortable part.
For something that’s become such a big part of every life, AI is drifting into a dangerous territory of becoming the modern version of snake oil.
I don’t mean AI itself. I mean AI as a label, a buzzword. It’s becoming something we say because we’re supposed to say it.
When brands say “AI” without an explanation of what it does or why it matters, all they’re really saying is “trust me, bro.” And trust without proof isn’t flying off the shelves.
We test-drive cars, attend the open house, hell, we try on the shoes before buying them. Big decisions require understanding, proof, and trust. To truly be adopted, there has to be a reason for AI’s existence in every application. A real reason. One that a customer can understand without a closed-door meeting or decoder ring.
Somebody recently told me that AI has become the new gluten-free.
Remember when EVERYTHING suddenly said “gluten-free?” Even products that had always been gluten-free? The label became visual and narrative noise; it stopped meaning anything, even for the people who actually needed it.
The moral of the story: You can’t just say “AI.” If you’re going to market it, explain it. If you’re going to sell it, prove it.
So let’s not be gluten-free about AI. Our customers deserve clarity, not fads or buzzwords, and certainly not “trust me, bro’s.”
Speaking of clarity, at EPIC Creative, we create clear solutions for complex challenges. Need some help getting your brand, product, or AI implementation across the finish line? We should talk!
