Is AI making creative work better, or just making more of it?
AI can now create ads, social posts, images and campaign ideas in seconds. But when everyone can produce polished content at scale, how do brands avoid generic AI output, and more importantly....still make work that actually stands out?
In this episode of Early Adoptr, Jess and Kyle are joined by Tom Evans, founder of brand consultancy BigSmall, to explore where generative AI genuinely helps creative people and where it risks producing more generic, forgettable content. The conversation moves beyond the usual “AI will replace creatives” debate. Instead, it looks at AI as a fast, strange and endlessly available thinking partner...a way to test half-formed thoughts, explore unexpected directions, prototype ideas and close the gap between “what if?” and a tangible first version.
They discuss why taste, discernment and a genuine point of view matter more as content becomes cheaper to make; why polished execution is not the same as a good idea; and why small businesses should resist the temptation to publish the first thing an AI tool gives them.
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