Note · AI and content
AI tools are changing content. Taste is still the job.
Generation made first drafts cheap. It did not make judgement cheap. That gap is where creative direction earns its keep.
Five years ago, a studio’s bottleneck was production: enough words, enough layouts, enough social cuts. Now the bottleneck is selection. Anyone can fill a page. Few people can say which sentence should live, which should die, and which would make a client sound unlike themselves.
At Tidalux we use AI where it genuinely helps: structuring a brief, testing a headline, answering from a business’s own pages. We do not use it as a personality. WaveAI is supposed to hand over to a person when it does not know. That product choice is a content choice. Honesty is a brand asset.
If the model is faster than you, your value moves to what you refuse to publish.
Creative directors who treat AI as a threat will be replaced by people who treat it as an intern with no taste and infinite stamina. The intern can draft. The director still owns the room: voice, ethics, visual temperature, and whether this piece of content is even the right thing to make.
My working rule is simple. AI may propose. A human with a stake in the relationship must dispose. That is how we keep a two-person studio sounding like two people, even when the tools could spit out a hundred pages overnight.