“AI is taking over the production side of creative. The resizing, the endless variants, the admin that used to eat a team’s week. I’m excited about it, because it burns off everything that was never the real work and leaves the two things that are: taste and trust. A machine can generate a thousand versions of an ad. It can’t tell you which one is honest, or which one people will actually believe. That’s human, and it stays human, because trust isn’t something you generate. You earn it by making good calls out loud and standing behind them. The brands that win won’t have the best tech. Everyone will have the same tech. They’ll be the ones with real taste and the trust that comes from it.”