AI isn’t a magic wand; it’s a soggy worm on a hook in a thunderstorm. Unpredictable weather. Dodgy bait. A whole lot of waiting.
The pace of AI feels effortless, almost overnight, everything seems faster. Tools are smarter. Outputs sharper. Demos dazzle. But can our understanding, our skill, and our creative discipline keep up?
There’s a tempting illusion that you just type a prompt, press a button, and ta-da, creative brilliance. As if the heavy lifting is a thing of the past. But here’s the truth: those showreel-worthy AI creations you scroll past? They’re the polished product of real effort, experimentation, refinement, frustration… and yes, investment.
So why do we talk about it like it’s instant?
The flood of tools, the illusion of mastery
Every day, there’s another shiny AI tool in our inbox. Every one of them promising faster, smarter, more mind-blowing results. And yes, it’s exciting. But let’s be honest, it’s also a little overwhelming.
Most of us are learning as we go. Jumping between tools. Copy-pasting prompts. Watching tutorials at double speed. It’s not plug-and-play. It’s trial-and-error. Often more error than trial.
Take two of the heavyweights:
Midjourney is jaw-dropping , but to get brand-worthy outcomes, you have to dig deep. You’ve got to learn the quirks: prompt weighting, styling, ratios, pacing. It’s not a gimmick. It’s a serious creative instrument.
ChatGPT can draft, edit, summarise, but only if you teach it how. It’s not a writer, it’s a writing partner. Without clear direction and understanding of the brand or audience, it can drift into dull or downright weird. You have to coach it. Guide it. Build a working rhythm.
Learning to use these tools isn’t instant. It’s no different from learning Photoshop or After Effects back in the day. These aren’t hacks, they’re skillsets. And like any skill, they demand practice.
Why this matters. For the work, and the people behind it
Here’s where we need a bit of nuance.
There’s a buzz around AI right now , and understandably, there’s a sense of anticipation. “Can we speed this up?” “Could AI help with ideation?” “What does it mean for production timelines?” These are fair questions. Smart ones, even.
But the reality is: while AI can accelerate execution, the thinking behind it still takes time. The ideas. The insights. The strategy. Those aren’t instant. They never were.
That’s why it’s so important we shape the narrative with care. We have an opportunity, and responsibility, to clarify what AI really is (and isn’t). To explain that brilliant outputs still need craft, feedback loops, and a healthy dose of human judgment. That automation doesn’t mean autopilot.
Because when we frame AI as a partner, not a panacea, we build confidence, in the process, the work, and the people making it.
Respect the process
Creativity wasn’t built to be automated. But it can be amplified.
Use the tools. Explore the edges. Experiment. But let’s not kid ourselves, creative brilliance still demands rigour, exploration, and standards. You still need taste. You still need tension. You still need the courage to start badly and the curiosity to keep pushing.
The only difference now? The tackle box is bigger.
You’re not fishing with bare hands anymore. You’ve got sonar. GPS. Data dashboards. But you still need to know when to cast, and when to wait. When to double down, and when to try a different bait.
So, start with the guppies. Learn the rhythms. Embrace the learning curve. The Marlins will come.
Tight lines.
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