Why AI will never replace you.

Chief Creative Officer

In case you missed the last couple, we’re closing out our trilogy on how to get the best out of AI. 

Oh, the places we’ve been …

So far, we’ve covered how more thoughtful input and iteration yield crisper results.

Then, we learned how “mirror prompts” can get AI to tell us how to interact with it better.

Now your direction is faster. Your work is sharper. And you’re still the boss of you.

But the most critical thing we haven’t covered is the only aspect of your AI partnership that’s impossible to artificially engineer …

You.

Because only you can bring soul, lived experience, and a genuine human touch into the work.

Without you, AI is nothing more than what the unenlightened skeptics accuse it of being—a cold, stiff collection of algorithms that lacks trueintelligence.

As we’ve seen, AI is great for structure, efficiency, and filling in blanks with stuff that may sound like it belongs.

But it doesn’t know the joy of holding your child for the first time.

Or the thrill of seeing your favorite band play live.

Or the frustration of being slapped with a Friday afternoon meeting invite.

AI gives you a base. But if you want people to feel something, you need to add honesty, specificity, depth, tension, nuance, and everything else only a real person knows. In other words …

AI may be the skeleton. But you will always be its heart.

Here’s what I mean …

AI might give you lines like:

🤖 “We understand it can be frustrating.”

🤖 “Grow your business with confidence.”

🤖 “Unlock your full potential.”

Those aren’t wrong. Just … lifeless.

Now compare them to:

❤️ “You’ve been staring at the data for weeks with no answers in sight. We get it.”

❤️ “Grow your business enough to finally fire that one nightmare client.”

❤️ “Unlock …” (Sorry, never use “unlock” unless you’re in the windows and doors business.)

That’s the irreplaceable power of real human truth.

How do I know?

Because I built this entire email series with AI.

The bones, the rhythm, the refinement—yep, AI-assisted.

But the wisdom? The humor? The hair loss? 

All me.

You didn’t keep reading because a robot stitched together some sentences. You stuck with me because I brought my voice, my judgment, my personal touch.

And there’s not a single prompt in the world that can pull that off.

Here’s a song to play you out >>> 


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Headshot of Matt Cascarino
Chief Creative Officer
Matt is a professional storyteller. That used to be a thinly veiled way to say you still lived with your parents. But the truth is stories have existed since the dawn of humanity and they still have the power to move people, even if it’s no longer from the path of a charging mammoth. Throughout his career on both the agency and client sides, Matt’s work has been known to compel audiences to indulge in higher thread counts, abandon Lenten sacrifice, or move to the suburbs. He’ll even conjugate a noun if he has to. The bottom line: Matt is our agency twofer. Strategy and Creative. The Big Idea and Stealth Deployment. He’s a single expense yielding a dual return. And who doesn’t love a bargain?
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