February, 2026
Let’s talk about Al and the impact is having on everyone:
Why is everyone jumping on the “if you don't run with it, it will take your job and you will be gone”? Why is it so important that we use Al in our every day? Why can’t we switch it off when we want to? Why do we need to generate stolen art, using gallons of water and energy? Why do the tech giants keep pouring investment into it? Why do companies allow for Al to assess if a person is suitable to be hired? Why do the majority of people hired have western names and are white males? Why does such a massive product as Al not use its own resources to generate content for its own campaigns? Why are there places where regulations against Al are not allowed?
Al consumes more than 2% of global power and 17 billion gallons of water.
Ever wondered where your Al prompts are coming from? Wonder no more, as I have done the research for you - you're welcome. Al data centers now generate 2% to 4% of global greenhouse emissions, which by the way is more than what the aviation industry is generating. It consumes billions of gallons of water, creating a hidden water crisis, with projections that the current 17 billion gallons of use can reach up to 68 billion gallons by 2028*.
The Al industry is a bubble ready to pop.
The biggest tech bro claimed that Al can solve climate change, cure cancer, create super intelligence superior to humans, provide tutor for every student, take over nearly half of the tasks in the economy and create universal extreme wealth. That last one, it sure did - ever questioned where this extreme wealth is going to - definitely not in your little pocket, you know that because you're most likely out of work, you know - making way for the “progress” mentioned above.
That same tech bro also said “the gap between the poor and rich will become bigger but we should be careful not to legislate against it, which will hurt growth. There will be whole classes of jobs going away, but on the other hand the world will be getting so much richer”. I don't know about you, but I rather spent my time doing what I love, creating actual human content and engaging with actual humans, than becoming reacher - at what cost? And not to mention that this massive industry is backed by governments*.
Al in recruitment removes hundreds of feasible applicants.
Al is now being used in recruitment, to decide, assess and select candidates that fit with the role. You end up being part of a selection, done by a machine, being interviewed by a machine, and being selected by a machine - with 0 human to human approach - what happens when you enter the studio, after being chosen for the job? Who knows.
I have worked with many people and agencies long enough to know that a showreel or portfolio isn't the best way to tell if someone is suitable for the job/team. People have great portfolios, but bad attitudes - that's one of the things Al can’t assess. The current recruitment process shows why employers struggle to find the right person. Taking the human touch out of recruitment is not survival. Having Al decide if a talent is right for your studio takes away the importance of connecting with your talent, and creates further distance between you as an employer and your new talent. Before everything we are in the creative industry, and to create as a human holds great value within itself, a value that Al will never bring. Al won’t be able to assess if a talent’s character, way of conduct, professional aspirations or team’s integration will be possible - but you can.
Creatives publish works generated by Al, but present it as their own work.
One of the biggest shocks I had earlier this year is seeing how great creatives/animators publish works that are clearly generated by Al but say they have done it themself using actual animation software. I struggle understanding the concept of this, as someone who loves motion, studied the craft and animated for years. It's hard to understand why other creatives are so willingly giving up the part that makes them unique, giving up their human ability to create, to think, to understand.
There is no value in Al generated art, and I say this not as a creator but as a human. Art connects, nothing can replace the human to human need to connect and experience. Would you pay for Al to generate a symphony so you can listen to it? Would you pay Al to generate a painting? Would you pay Al to generate a theatre play? You wouldn't, you would want to be sitting in the Elbphiharmonie in Hamburg,Germany watching the Mahler - Symphony No. 2 being performed. You would go to the National Gallery in London, UK to see the Diana and Actaeon by Titian. Or go to the Royal Court Theatre in London to see the Man to Man play.
You would want to connect with others and experience art in real life. Then why do you give less importance to your work?
Al doesn't use its own products, to promote itself.
And the weirdest one of all - Al doesn't actually use its own products to promote itself. When OpenAl launched their first brand campaign they used 0 Al in it. By now they have said that all creatives will be replaced by algorithms and that generative Al is the future of marketing. But what do you know - they use millions of pounds to hire the best creatives and agencies in the industry, and shoot their entire campaign in 35 millimeter film. The agency they hired for their brand campaign - Smuggler is known for their commitment to human led craft and content. They know more than anyone how high the stakes are when it comes to building your own brand. This is why they don't use their own products, on which they spend millions of pounds telling us that if we don't use them and adapt to them, we are going to become extinct. It's all part of this mass narrative they have sold to many.
My take on this? Al in our industry can take the back seat and here is why - creativity is about using your own narrative, imagination and mind to think through difficult problems, not using a bot built on the backs of millions of pieces of stolen intellectual property, and calling that an art.
Stay cool and awesome!