The Creative Director's Guide to Generative AI

The fear is that generative tooling replaces judgement. In practice it does the opposite: when execution is cheap, judgement is the only thing left that is expensive.

The craft moves upstream — into the brief, the constraints, and the ruthless selection of which of forty good options is the right one. Direction becomes editing at speed.

The directors who thrive treat the model as a very fast, very literal junior: brilliant coverage, no instinct for what the work is for.