AI is fast. Vision remains human
Even in creative work, AI proves to be an ever-present constant: texts, images, and even videos generated in a few seconds. The temptation is to think that a well-crafted prompt is enough to replace sensitivity, intuition, and strategic thinking. But it doesn’t work that way. You can have Photoshop, but you don’t become a designer. You can create a slogan, but you don’t build a brand. You can automate delivery, but not direction.
Strategy could not be generated. It’s felt.
Strategy e storytelling: human abilities
Let’s be honest: AI is an extraordinary ally. It speeds up processes, reduce mistakes, and boosts productivity. But this is not enough to create value.
The real issue isn’t what AI does, but who’s steering it, and how. Generated content isn’t automatically strategic.
The human mind remains irreplaceable. A creative idea isn’t truly creative unless it stems from a relevant insight, fits a precise context, and reflects the cultural sensitivity of the target audience. Brand storytelling remains a human ability.
The difference? It's made by those who can see beyond
In our job, strategy is a matter of cultural sensitivity.
It’s not just about aesthetics, but about connecting data and intuition, insights and values, identity and impact.
AI can generate a text, but it doesn’t recognize a powerful insight. It can create a visual, but it is not able to interpret the brand identity, conveying it in a coherent way.
It can increase options, but it is not able to choose the right path.
And this is where the key role of the human professional comes in:
-translating a brief into a coherent vision, not just in a mere output
-choosing the right tone of voice, the one that is memorable
-sharpening the critical eye to improve what AI suggests
-keeping creative and strategic direction steady in a changing context.
The future? Augmented creativity
The winning combination is the synergy between the algorithm and the human intellect, the so-called augmented creativity.
An example? Memes. Many of them are born from AI-generated images, but they only work when paired with perfect copywriting, pinpoint timing, and a tone of voice that speaks the language of social media: fast, native and engaging.
Let's think about the brainrot trend: hybrid animals generated by AI and named with the most ridiculous names.
Our case? The “Muccherelli timidonda vagabonda,” which went viral for Migros.
It wasn’t the image that made the difference, but the right wording, cultural understanding, context, and the right idea at the right time.
Strategic creativity is never just execution; it’s interpretation.
AI produces. The creative decides, refines, and gives a meaning.
Co-creation, not replacement
It’s not a challenge between AI and human intelligence. It’s a virtuous pact: efficiency + vision, automation + sensitivity. Technology must serve the human mind, not replace it. Because even in the age of prompts, hyperrealistic images, and instant contents, true creativity is the one that leaves a lasting impact.The future isn’t something to wait for. It’s something to create. With new tools, but the same heart.
Do you really want to make the difference?