Why AI Doesn't Replace Taste — It Demands More of It
When production friction disappears, the brief becomes the bottleneck. The studios that win the AI era are the ones that get sharper, not faster.
The Shift
When friction disappears, the brief becomes the bottleneck.
For decades, the constraint on creative work was production capacity. You could only shoot so much, edit so much, finish so much. The brief was always larger than what could be made.
AI inverts this. Production capacity is now effectively unlimited. The constraint is the quality of the thinking that goes in.
The Risk
Studios that lean on speed alone will commoditise.
If your only edge is doing AI work cheaper or faster, you're competing in a race to zero. Anyone with a credit card and a model API can match you on speed. They cannot match you on taste, on brand stewardship, on the editorial sense to know which version of a campaign is actually good.
The Opportunity
The AI era rewards sharper studios, not faster ones.
The studios that win the next decade are the ones that use AI to ship more shots at higher taste — not more shots at the same taste. The discipline to reject 90% of what the model generates is the new craft.
AI doesn't replace creative judgment. It demands more of it.