The first AI-generated video that made a lasting impression on me featured a monstrous and disjointed Will Smith devouring a bowl of spaghetti. The unsettling imagery (I still see him in my dreams) provided a weirdly comforting feeling that the world hadn’t yet mastered artificial intelligence. One year later, a far better AI-generated Will Smith spaghetti video dropped, replacing that sense of comfort with awe; welcome to the point of no return.
As of this year, around 78% of companies worldwide have adopted AI into their business – a 55% increase from 2024. Businesses like Klarna and Duolingo are facing backlash after adopting an AI-first strategy, prompting people to reevaluate their approach to artificial intelligence.
This rapid evolution has sparked both excitement and anxiety, inspiring creators to explore how AI can amplify, rather than replace, human creativity.
A World of Possibilities
Our pal SpecialGuestX founder, Miguel Espada, has spent more than ten years working with so-called “prehistoric” AI models to create dynamic campaigns that showcase how human ingenuity and computers can work in tandem.
“For one Jose Cuervo commercial, we trained two language models to go on a date together… and seduce one another.” Miguel and his team interviewed more than a thousand people, asking participants questions about their ideal partner, dating preferences, etc. Once collected, this data was fed into a language-learning model that generated responses based on the real feedback.
“The idea is that if you are dating like a robot, you should drink Jose Cuervo to ease the conversation,” adds Miguel.
Ambitious projects like Pornhub Remastered (NSFW), which used AI-colorization technology to remaster 19th-century adult films and a Rag & Bone Fashion Week event employing an LSTM (Long Short-Term Memory) AI host to curate the experience, Miguel’s use of AI amplifies the power of human thinking. By centering AI within these concepts, Miguel and the SpecialGuestX team showcased how people can work with artificial intelligence to create a memorable experience.
Miguel’s decade of experience with artificial intelligence (and P.h.D. in math) has given him an acute sense of how AI can co-exist with the creative industry.
“I was not a believer in AI at first,” says Miguel, who acknowledges the rapid emergence of new tools like ChatGPT and Veo 3, causing job displacement, “but these advancements will ultimately expand the possibilities for storytelling.”
Miguel suggests that the creative industry as a whole will increasingly rely on a blend of human and technological collaboration. The evolving relationship between creativity, technology, and artistic expression can’t be bound by rigid systems of administration.
“AI is not going to replace anything. Creativity is based on a point of view. It’s what you are communicating that matters. AI opens up a world of possibilities; so many people don’t have a budget to shoot a feature film or high-value commercial, and now they are going to be able to do it.”
Embracing the AI-Creative Synergy
Aaron Duffy is the Co-Founder & ECP of Mudge’s sister agency, Special Guest, and believes AI is steering the creative industry into a profound paradigm shift. The role of the creative professional has transformed into that of a curator, strategist, and visionary, leveraging AI to bring innovative ideas to life.
In this new era, the fusion of technology and creativity opens up unprecedented possibilities, inviting creatives to explore uncharted territories and redefine the boundaries of art and expression. As AI-generated content becomes increasingly prevalent, audiences are instinctively seeking more genuine human experiences.
“There’s an analogy I like,” starts Aaron, “I ask people if they’ve ever been in a situation where you want to buy a present for someone you care about. You want to find them something special – something that doesn’t feel cheap or mass-produced. People will always be looking for that valuable thing. And brands have to be on the same page and find that authentic thing they can give consumers.”
However, there’s no denying the lightning-fast pace of AI.
“You can’t really slow those things down,” adds Aaron, “but this is how it’s always been. There was a time when, if you wanted to be a graphic designer, you had to learn lithography. Now, things are obviously very different. These tools make things easier, but there’s also an opportunity to opt out and create something authentic. There will be this sort of yearning for people to experience things that they know are not AI-generated.”
These authentic experiences, explains Aaron, is the ultimate gift brands and creators can give to the people.
AI and the Future of Branding
As a branding and packaging agency existing in a world eager for automation, using AI strategically means sticking to our values.
Great branding has always and will always come down to the core tenets of being human: emotion, insight, and connection. Smart strategy is recognizing the speed at which the world adapts, while embracing the tools at our fingertips that can make for a better brand story.
AI can help us sort through more ideas faster. It can visualize a dozen concepts before you’ve finished the first half of your granola bar. It can support moodboarding, naming, ideation, and can get you out of that creative funk by offering a fresh perspective.
It also profoundly changes the playing field, bestowing anyone with access to a computer unlimited resources to bring their idea to fruition. Regardless of its seemingly omnipotent power, AI will never replace good taste, strategy, or the gift of human experience that makes a brand truly resonate with its audience. Sometimes, our clients bring us AI-generated packaging as a jumping-off point when they can’t articulate precisely what they’re looking for. While this step can lead us to the final product more quickly, it’s essential to remember that AI only offers a version of something that already exists.
This runs the risk of placing your bets on a wholly unoriginal design. So, if you’re looking to disrupt the shelf set, you’re going to need a real human brain.
So no, we’re not afraid of AI. We’re using it as a tool for efficiency that’s passed on to the client in the form of cost and time savings. But like any tool, it’s only as good as the hands it’s in. At Mudge, we’ll continue to lead with our trademark bullshit-free strategy, soul, and storytelling while using AI to support our work – not define it.
Final Thoughts
People called Photoshop a job killer when it was first released—awestruck and wary of its ability to complete in seconds what once took hours. Photoshop was a job killer for some, but it also opened up an entirely new world of creative possibilities.
The question isn’t whether AI will replace creativity—it’s whether brands and creators are prepared to redefine what creativity looks like. As Aaron Duffy puts it, the real challenge is to “create something authentic instead.” The tools will only get faster, smarter, and more accessible. But speed isn’t a substitute for soul.
Consumers don’t want mass-produced content masquerading as innovation. They want intention. They want craft. They want the present you bought with them in mind. AI might help wrap it up in a neat little package, but it’s still on you to choose the gift.