'Intelligence' in Artificial Intelligence comes from me: A Human

With a creative head, I deliver for the audience. Not for the brand, not for the internal stakeholders. For the audience that is buying.

Heard this plenty of times. The gap is in realizing it. You write, look for feedback from AI bots, seniors, or experience from your colleagues. AI bots suppress anything new or unorthodox, which is precisely what this format is built to target. Within the human feedback loop, essential for learning and growth, your opinion gets diluted. In the content, your point of view starts to resonate with that one person.

Both feedback loops carry a cost.

For now, let's join the AI usage debate.

Every single person, working or not, has leveraged AI and found that it simplifies their life. But the common denominator is this: AI is the current Google, just briefer and crisper.

The Reuters Institute at Oxford tracked this across six countries. Between 2024 and 2025, weekly use of tools like ChatGPT nearly doubled from 18% to 34%. Information-seeking is now the single largest use case, having more than doubled to 24% weekly, and it has overtaken content creation. Briefer. Crisper. Google.

Some use it with complexity upfront to sail smoothly later. Others conclude that Artificial Intelligence is a hoax.

Let me reiterate the heading. Intelligence comes from you. AI is coded software. Unless you provide a background and the context, the results it gives are inaccurate.

Relating to this problem, let's do a time analysis.

I need a couple of quotes for a poster. I ask AI to pull two quotes from an interview script I have shared.

Will it pull the quotes I have in mind? Will it know who to quote? Will it know the placement and the target audience?

I have to feed all of that. A full scenario breakdown takes at least five minutes.

Whereas I know the script. I know the section I want the quote from. But I am reliant on AI and have started trusting its instincts over mine. That turns a one-minute task into five minutes of frustrating conversation with the bot.

The other side: if the script is too long to parse, or the context will be used across multiple queries, giving background information and a set of instructions eliminates the repetitive task and saves human time.

Another publicized use of AI is designing campaigns, websites, basically anything anyone is starting. My question: where is it pulling inspiration from? What guarantees these results will work? Will AI be held accountable if I invest according to its ideation?

Even with a fed brief and requirements, AI draws from what already exists in its database. What brand or company would want a product or service with no USP?

Doshi and Hauser ran the experiment and published it in Science Advances. Writers given AI-generated story ideas produced work rated as more creative and better written, especially the weaker writers. Their stories were also measurably more similar to each other than the stories written without AI. Individually better. Collectively narrower. Microsoft and Carnegie Mellon found the same effect inside workplaces and gave it a name: mechanized convergence. Everyone reaches for the same tool; everyone lands in the same place.

The mistake is trusting the intelligence of AI over the intelligence of the human mind. Humans have a tendency to procrastinate, to be lazy when unmotivated. That is the gap AI has exploited, making humans dependent and dull.

AI is not dumb. We are using it recklessly, without introspecting the need, context, type of work, and expected results. That is dumb.

Microsoft Research and Carnegie Mellon University surveyed 319 knowledge workers and analyzed 936 real examples of AI use at work. The finding that matters: the more confidence people had in the AI, the less critical thinking they applied. The more confidence they had in their own ability, the more they applied. Same tool, opposite outcomes, decided entirely by who held the authority.

I use AI. I write, create, and get audited by AI. But in my instruction set, I am the authority. If I have a new idea, it goes in. If I want a certain tone, a language that reflects me, AI can flag it as outside the market standard, and my piece will still hold its ground. Because humans cannot be disciplined or work under AI. AI, however, can adopt your style of writing and continue producing content your way.