Now that AI tools have been mainstream for a while, it is safe to say that the capabilities of AI have been somewhat exaggerated. Most AI tools available online today aim to replace certain creative acts, such as writing, drawing, painting, and sculpting, with the primary focus being on writing and image generation. Many people are starting to realize that artificial intelligence lacks true creativity. Essentially, AI generates outputs by providing the user with an average derived from a vast quantity of data points. It can only create based on existing works and cannot conceive anything new. If employers are wise, they should refrain from replacing their workers with AI, as AI is merely a tool for generating averages.

Unfortunately, this is not the case. I have witnessed many of my colleagues in the creative industry losing their jobs to AI. It is incredibly frustrating to observe this, not only because it is disheartening to see colleagues laid off, but also because creatives understand that AI produces truly mediocre and soulless work. Many creatives, myself included, are passionate about using our skills to create exceptional user experiences and improve the world around us. When company executives prefer to save time and money by employing AI instead of investing in creatives (and thereby achieving a better end product for customers), it feels like a significant insult. Many of us aspire to make a positive impact on the lives of consumers, but AI invariably generates a suboptimal experience for consumers—one hundred percent of the time (you can quote me on that).

Let’s engage in a brief thought experiment. Imagine that we reach a point where every company in the world uses AI for their creative work. From where will the AI source new data when it comes to writing or generating images? It will only be able to draw from what other AIs have produced. Consequently, there will be no improvement, no innovation, and everything will remain unchanged. Of course, there may be exceptions, but creativity is essential for continuously enhancing the lives of others. We have got it all wrong by attempting to use AI to replace creative work. Instead, we should harness the capabilities of AI to take over tasks that no one wants to do, not those that everyone is passionate about.

So, whenever OpenAI, Meta, or Google announces another advancement in artificial intelligence, approach it with a significant degree of skepticism. New products, particularly in the tech industry, are unveiled every week. Ask yourself, “Does this genuinely add value to my life?” Nine times out of ten, the answer will likely be no. The most effective way to drive change in markets as consumers is to refrain from spending money or time on products that do not provide tangible value to your life.