Having good tools doesn't give you the knowledge to use them well

I've seen people on X copying the latest incredible handcrafted stop-motion campaign for the new M6 Mac mini — created by the amazing people at TBWA\Media Arts Lab, BLINKINK, and Stoopid Buddy Stoodios, and directed by Nicos Livesey.

They usually make some version of the same point:

"Look what normal people can do with very little money and time."

Here's a reality check:

Normal people can't do it.

What small business owners are making with AI is not looking good at all.

We're talking about those weird food photos that just don't feel real or appealing. Product shots that don't match the real thing at all. Or multiple identical thumbnails that all feel like they came from the same place.

Small business owners are likely thinking about getting new clients, finding ways to optimize production, seeking new opportunities, or even how they are going to pay the bills.

Selling them the idea that they'll be able to create a full, amazing ad like the M6 campaign is a lie.

Not even many of the people presenting these examples are able to do it. If they were, they would be creating — not replicating other people's work.

By the way, I want to make this clear: I use AI. I don't have much against using AI in your workflow, and if the project fits, it makes total sense to use it. Heck, I used AI to help refine this post and create its thumbnail.

But let's not fool ourselves into thinking anyone can create top-tier ads or branding for their business.

Businesses need creative professionals to apply their expertise and create something amazing that really tells their story the way it is intended.

If that means using AI, go for it.

But keep this in mind:

Having good tools doesn't give you the knowledge to use them well.