New tools don't give you new talent.

…new vision, new taste, new experience. Those are human qualities that you must develop and hone on your own. Then, bring to the tool.

New tools give you new possibilities to express the talent you have. New opportunities to visualize and verbalize it in more and different ways.

AI doesn’t suddenly make you a trained art director, a film director, a great writer. You must become those independent of the tools and technology.

No craft in, no magic out.

 
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Attention-getting nonsense is not good advertising.

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A brand is like a person, if it wants to make friends it must leave the house and go out into the world.