By Daniel Holbourn
Posted on 08/11/24
With over two decades in the creative industries, I’ve been part of countless projects and watched technology’s transformative power reshape everything around us. It’s thrilling—sometimes awe-inspiring—but I’ve also seen it backfire, where tech, rather than elevating an idea, has sapped its soul. The rise of AI in creative fields, as well as in business shines a light on this delicate balance. On one hand, it can supercharge productivity, offering seemingly limitless potential; on the other, I worry we may lose the essential, human connection that makes brands—and art—resonate. The full impact of AI is still unfolding, but one thing is clear: if we let it overtake the humanity in our work, we risk losing authenticity, the very thing audiences crave.
The Good:
In my own journey of running a business, technology has been my not-so-silent partner, helping me work smarter and get more done. The efficiency gains are undeniable—streamlined processes, faster turnarounds, reduced costs—all of which have helped me build something bigger than myself.
AI, specifically, has stepped in as an invaluable assistant. It fills in the gaps, handling tasks like creative writing, brainstorming, and research without needing an extra hire. I’ve learned how to use it as a sounding board, a kind of virtual collaborator for brand concepts and ideas. With the right approach, AI can serve as an endless well of inspiration, fueling creative momentum when it’s most needed.
The Bad:
As a music lover—and a huge fan of Bob Dylan’s raw, unpolished vocal style—I’m always on the hunt for the next masterpiece, something creative, something truly inspiring. But I can’t ignore how AI—and tech in general—is impacting the music industry, pushing it toward something that can feel… manufactured. Take autotune: it can polish a vocal performance, sure, but in doing so, it often strips away the quirks and imperfections that make music feel alive. Those imperfections, like Dylan’s rough edges, are what we connect with; they remind us of our shared humanity. When spontaneity is lost, music risks becoming just another predictable product—more algorithm than art.
It’s true across all art forms, not just music—and in brand development, too. Humans need to feel human. When we encounter something overly polished or too precise, it lacks the warmth and emotion that make us feel seen and understood. Just like watching a robot move, we sense the lack of realness, that missing piece of “us.” In that void, it’s easy to feel alienated, as though we’re interacting with something that’s just pretending to understand.
The Skill Factor: Why Human Expertise Still Matters
As a trained brand strategist and designer, I bring a depth of knowledge and instinct that only years of experience—and a human touch—can provide. It’s not unlike the art of singing: tools like Auto-Tune can polish a performance, making even a novice sound like a professional. But just because technology can mask flaws doesn’t mean true quality is being achieved. In fact, recent research confirms this trend in music. Over the past 60 years, popular music has undergone a notable decline in quality, becoming increasingly uniform and less dynamic.
A study published in Scientific Reports analysed over 400,000 songs from 1955 to 2010, highlighting some key trends:
- Timbre Diversity Decline: The variety of sound textures has diminished, leading to a more homogenized sound across genres.
- Pitch Content Simplification: There’s been a decrease in the complexity of melodies and chord progressions, making music more predictable and less intricate.
- Loudness Increase: Songs are louder than ever but lack dynamic range, contributing to a “loudness war” that flattens the listening experience.
These findings point to a gradual loss of authenticity and depth, as convenience and technology push out the nuances that once defined great music. The same risk applies to building brands. When AI replaces rather than enhances human expertise, we end up with surface-level imitations—works that may be efficient but lack the unique, human-driven insight that resonates deeply with audiences.
In both music and branding, technology is a tool meant to amplify skill, not replace it. True creativity, connection, and quality can’t be automated—they require the kind of hands-on expertise that only a human can provide.
The Takeaway:
AI is here to stay, and I’m not suggesting we fight that. But let’s not lose sight of what makes us—and our work—unique. There’s no replacement for the kind of connection only humans can create. As we integrate AI, and other technologies into our creative processes, maybe the key is balance: embracing the power of these tools without sacrificing the very essence of what we do. After all, a brand’s true magic lies in its authenticity, the part that can’t be automated or imitated.