Every Monday morning we hold our company kick off meeting at Backlash. For the past ten years I've sat in this meeting listening to our teams talk through new business opportunities, live projects and the challenges that come with delivering experiential campaigns. It's one of my favourite meetings of the week because you can feel the energy when a new brief lands or a new brand reaches out to us.
Recently though, there's been a change. Almost every week, a project now starts with the same sentence "The client has created an AI visual." The reaction around the room is always the same. You can feel the excitement fade and the creative energy disappear before the brief has even been discussed. It's not because we're anti AI, like most modern creative businesses we use AI tools that help us work smarter and improve the way we deliver work.
