Most people I see using AI in advertising are using it to generate video, and honestly I think that's the least interesting thing it can do.

Where it's actually changed how I work is 3D. I've got it driving Blender for me now, building out scenes, rigging the cameras, setting up lighting and running the renders, which is all the technical setup that used to eat whole days before I could even start on the creative.

But it hasn't made good work fast. Getting a car to actually look like a car still means going back through the lighting over and over, catching reflections that feel off, and re-cutting shots until the timing finally sits right. That part still takes time.

What's changed is where the hours go. I spend a lot less of them pushing buttons and a lot more of them making taste calls, which is the part brands were paying for in the first place.