Your Brand Deserves Better Than AI Slop

I recently received one of those mass emails from a company promoting AI-generated video content for businesses. Normally, I just delete those emails and move on. This time I actually clicked through to see what they were producing.

Wow. It was exactly the kind of work that gives AI a bad reputation. Generic visuals, inconsistent quality, and no real storytelling. It reminded me how easy AI has made it to produce content, and how much harder it's become for companies to separate experienced creative partners from those simply chasing the latest trend.

The problem isn't AI. The problem is people using AI without any real production experience.

I think companies are going to have a harder time figuring out who actually knows what they're doing. AI has lowered the barrier to entry, which is exciting, but it's also created a flood of companies selling speed and low prices instead of good creative.

Don't chase the lowest price

Don't let price be the deciding factor. You'll often hear, "We're a fraction of the cost of a traditional production company." Maybe. But experienced production companies are using AI too. The difference is knowing where it adds value and where it doesn't. AI can absolutely reduce production costs, especially on projects that rely heavily on b-roll or conceptual imagery. We've been able to pass those savings on to clients while still maintaining the level of quality they're expecting.

Experience still matters

To me, experience is still the biggest differentiator. Have they solved problems like yours before? Do they understand your industry? Are they thinking about your business goals, or are they just trying to show off the latest AI tool? There are a lot of decisions that happen before anyone ever generates an image or starts editing a timeline, and those decisions usually determine whether the project succeeds or fails.

The people matter just as much

At the end of the day, people still matter. Communication matters. Collaboration matters. A friend of mine worked at an agency whose motto was, "This is a jerk-free workplace." I've always loved that. Good creative comes from people who can work together, take feedback, and stay focused on making the project better—not on protecting their own egos.

AI is a tool, not the product

We'll probably keep getting emails from companies trying to capitalize on AI as the latest buzzword. That's fine. We'll keep focusing on what has always mattered: telling good stories. We use AI every day, and it's become another tool in our toolbox, just like cameras, lighting, and editing software. It's made us faster. In many cases, it's made projects more affordable. But it hasn't replaced experience, creativity, or good judgment—and I don't think it ever will.