Paintbrushes are centuries old and we're not all painters. AI doesn't make you creative either.
A couple of years ago generative AI exploded and, with it, the illusion that anyone is a designer or a content creator. But just as throwing oil on a canvas doesn't make you a painter, prompting “a monkey in a beret chewing gum” doesn't make you an adman. Plenty of people seem to believe it does: as long as the execution is fast (“I made it in two minutes with AI”), the quality of the message becomes an afterthought. That empty content only adds noise to a market that already has too much.
The problem is that generic content ends up hurting the brand, and that damage costs far more than whatever you save by using AI without judgement. At Merci we're clear on this: the campaigns that lift a brand (and its sales) are made by creative minds with craft. AI is one more tool, very useful in the right hands. Nothing more than that.