For Many Creatives, AI Is a Bitter Pill To Swallow. So Do They Really Need to ‘Adapt or Die?’

Published

August 21, 2024

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While passively watching the Olympics, I stopped everything I was doing when I saw an ad for Google Gemini. The ad opened with a little girl running, followed by a voiceover of her dad talking about her following in his footsteps and sharing his passion for running. He further explains that she’s been looking up to American Olympic hurdler Sydney McLaughlin-Levrone, who happens to be her #1 fan.

Now here’s where the shit hits the fan—the dad then says that he’s an okay writer, but when her daughter asked to write Sydney a letter, it had to be perfect. So instead of spending quality time with his daughter to craft the best letter ever inked, they had Google Gemini (Generative AI) render the letter to her sports hero for them…

After watching it, I felt gross. Like bathing in mayo gross.

Max Hofert

Max Hofert is the founder of Max Hofert Design — a small branding studio in Boulder, Colorado helping startups create and launch gutsy enduring brands. Championing the motto “Where Boring Dies” they’re on a 6-foot deep mission to lay boring brands to rest. As a 32-year old who has been street skateboarding for nearly 30 years, he tries to bring a different approach to brand building and design—one that defies convention, which he believes is critical today.