08/08/2026
Something that's been bugging me and I need to say it.
I hate seeing creatives that are entirely AI generated.
And I'll be honest, I almost didn't post this because I use AI every single day. It's part of how I work and how I earn a living. So I didn't want to sound like a hypocrite.
But here's the distinction that matters to me.
I use AI as a tool. Not as a replacement.
My face is mine. My voice is mine. My observations, my opinions, my strategy, my relationships with client, all mine. AI helps me work faster, think clearer and do more with my time. But it doesn't replace the human judgment, the creative decisions, or the actual person showing up behind the brand.
There's a difference between using AI to assist your work and using AI to avoid doing the work entirely.
When I post content, it comes from real experiences. Real client work. Real observations from walking around Melbourne and Sydney and noticing how businesses actually show up online. Real opinions I've formed from years of doing this work.
AI helps me shape and communicate those things better. But the source material? That's always me.
I think that distinction matters. Especially in an industry built on trust.
What do you think? Where do you draw the line with AI in your own work?