Typical AI-generated imagesVivek Pradeep Rana
For decades, we have praised only geniuses. He is a paintbrush artist, blank page writer, and strategist with big ideas. But here’s it: creativity never happened about isolation. It’s about tools, teams, and transformation. AI – Other tools, powerful tools, yet somehow, those who use it are embarrassing. why?
The Myth of “real” creativity
I love stories about talent and genius. We praise musicians who “feel” the sounds, rather than meticulously sort them out. But in reality, all great work is built on iteration, leverage, and influence. The printing press was not a shortcut. It was a revolution. AI is not a replacement for creativity. It amplifies it. Resistance to AI is not about creativity, it is about fear of change.
A few days ago, a colleague asked me to list potential job openings in a particular area. Rather than searching manually, I used ChatGpt to generate a list and refined it, keeping only the most relevant positions. When I shared it with her, I also stated that I used AI to generate my first draft. She sniggered and within minutes she made a great way for us not to resort to AI-generated content. The reaction was not surprising. There is a growing tendency to shame those who use AI, as if using smarter tools corresponds to fraud and lack of effort. But here is a contradiction. If AI speeds up the process, will it make my judgment, effort and strategic choices less valuable? If anything, you can spend more time tweaking and personalizing the results. AI’s knee rejection often comes from the outdated belief that value is linked to manual effort, not to consequences.
Fragile discussions about AI content
Critics argue that AI-assisted content is soulless. They say it lacks the depth, nuance and the spark that speaks to human ingenuity. But honestly, most of the content today? It’s not Tagore or Premchand. AI doesn’t diminish creativity. It strengthens it. It makes heavy lifting and allows you to focus freely on insight, connection and originality.
Instead of asking, “Did the machine make this?”, you should ask, “Does this make sense? Does it resonate?”
A friend of a boutique travel agency and a Kolkata-based entrepreneur, Raghav, knew that storytelling was important for marketing, but his time has faded between operations, client services and business development. Writing a weekly blog post seemed impossible. When he finally embraced AI, he didn’t just unleash general posts. He used AI to investigate new travel trends, draft engaging content, refined his message and tailored his audience’s aspirations. result? More engagement, better conversions, and a deeper resonating brand voice. His clients didn’t care if he used AI or not. They cared about whether his content made them feel anything. And I did that.
Smart Approach: Integrate and don’t imitate
The best brands, the smartest marketers, and the most agile creators don’t eschew AI. Here’s how:
1. Make AI a co-writer, not your ghostwriter – use AI to draft, brainstorm, and refine. But remember, your voice, your insights, your unique perspective – it’s irreplaceable.
2. Transparent and proud – AI is a tool, not a crutch. I own it. “This was ai-assisted” is not a confession. That’s a sign you’re working smarter.
3. Stay in the driver’s seat – Let AI handle the mechanics – SEO, grammar, data analysis – creators need to guide the story.
4. Touching humans – Magic is not in the AI’s ability to generate words. It’s the way we mean them and shape them, refine them, and inject them.
5. Education, don’t dismiss – ai is not a threat. It’s a tool. The more you educate yourself and your team, the more you can responsibly and ethically utilize that potential.
The future of content is neither
The best marketers know that progress is not about rejecting new tools, and not about mastering them. The AI is here and you won’t go anywhere. Shame is not about using AI. Shame is to ignore the possibility.
Creativity isn’t about the tools we use. It’s about what we do with them. The wheels did not reduce human effort. The typewriter did not kill the writing – expanded it. AI does the same thing for creating content, but only if you feel embarrassed by those who accept it and stop focusing on how to use it effectively.
The world will not reward those who stand still against their progress. It rewards those who move forward with purpose. The question is not whether you should use AI, but whether you are ready to use it well.
That’s the real challenge. And a real opportunity.
(The author is Gnothi Seaton, our managing partner. The opinions are personal. The article is for general information only.
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