Apocalypse at the Push of a Button

Growing up during the '80s in Cuiabá, Brazilian open TV was my main source of entertainment. Primetime often meant reruns of classic Hollywood action films. One of my favorites featured a secret agent saving the world from a villain who could destroy humankind at the push of a button.

That overly simplistic narrative didn’t seem far-fetched, given the U.S.-Soviet tensions of the time. Nightmares of that apocalyptic scenario haunted my childhood. But eventually, I got over it—what I could never have predicted is how, decades later, such fears would come back to haunt me. Not just because of the renewed tensions with Russia, but also because of the rise of generative AI in the creative field.

There’s a widespread misconception about the state of generative AI, and it’s dangerous. More and more people believe that stunning visual expressions are now achievable at the push of a button—and for a fraction of the cost. Out of a mix of frustration and curiosity, I decided to investigate how this idea came to be. Since our business revolves around money, I followed its trail in search of answers.

Despite being relatively new, generative AI is booming—a multi-billion-dollar industry. Rising companies are rushing to onboard users, refining offerings on the go, all in hopes of becoming the next digital unicorn. To survive in such a competitive landscape, AI companies are selling a dream: subscription plans that promise excellence in generating visuals, all at the click of a button.

Social media influencers are also cashing in on this opportunity, posting tool reviews and tutorials online. This content—often sponsored—echoes the generative AI brands’ sales pitch. What I can’t help but notice, though, is how the images and videos showcased for this purpose often lack the quality needed for professional use. Industry experts know better.

Then there’s cultural capital. Generative AI has become pop culture’s darling—an experimental tool for meme creators, visual artists, podcasters, musicians, and the general public. Have you seen the latest “cat fights baby” social media video? Brilliance! Open-source contributions ensure its constant evolution, making it a frequent hot topic—and fueling the fear of missing out in many fast-paced marketing departments.

While money pours into the AI sphere, the same can’t be said for marketing departments, advertising agencies, and production companies. Budgets keep shrinking and diluting, campaigns struggle to stand out, and legal considerations demand constant attention as regulations evolve faster than lightning.

Our industry faces multiple challenges. Believing any of them can be solved at the push of a button is risky, to say the least. Yes, generative AI can benefit us, but it won’t totally eliminate complexity from the creative process. As of now, think of it as a multi-step, mixed-media, time-intensive endeavor involving cycles of learning and lots of trial and error. It demands the right balance between conceptual and technical thinking. Without critical oversight and a strong strategic foundation, generative AI can do much more harm than good for brands. While anyone can press “generate,” the results depend on the input—and input depends on a multitude of factors.

Despite automation and technological advances, the best creative work still demands human expertise: creative thinking, references, insights, craftsmanship, a deep understanding of art, branding, and advertising. It still requires talent, collaboration, time, resources, and, one might even say, a little bit of luck.

As for my childhood fears—thankfully, there’s no apocalypse-at-the-push-of-a-button nuclear scenario. Launching a missile is a multi-step process involving key stakeholders, meetings, simultaneous safe-code activations, and layers of politics. Thank God! Humankind is safe, but the same can’t be said for brands. If there’s one apocalypse-at-the-push-of-a-button scenario that could easily play out, it’s this: rushed decision-making around AI-driven solutions destroying years of solid brand building in an instant.

Tiago Pinho

Senior Creative and Head of AI, ?kestam Holst / NoA