For me, it’s cultural context. AI can generate references, but it can’t fully replicate lived experience. As a South African creative, so much of my work relies on instinct, memory, language and the nuances of how we actually experience our culture.
Wrapped a motion graphics project recently and the client said it only needed minimal direction and came out right the first time.
That's the part I'm grateful for. Not the compliment on the work itself, but the fact that the process actually worked the way it's supposed to. One clear brief, one round, done.
And that never happens because of me alone. It happens when the client writes a brief that makes sense, trusts you enough to let you run with it, and gives feedback that actually helps instead of feedback that just moves things around.
So thank you for that. Projects like this are the reason I still enjoy this work.