When everyone uses the same tools, what happens to difference?.

Instead of asking AI to generate an image, write some copy or design a layout, you give it a brief - and it works out the outputs itself.

Platforms like Luma are pushing this idea quite hard. AI interprets the brief and generates multiple creative assets, formats and variations automatically.

Which raises an interesting question.

Every time AI interprets a brief it learns and banks that knowledge - and that makes it more likely it will  generate the statistically likely answer.

In other words - the middle.  And who wants the middle? 

Even with human direction, it feels like we risk edging closer to a kind of creative convergence.

If everyone is using the same models, trained on the same data and responding to similar briefs, creative work and digital experiences will inevitably start to converge.

A kind of algorithmic sameness that no amount of brand guidelines will fix.

The answer isn’t to resist these tools. That ship has sailed. It’s to use them with enough judgement to know when the output is efficient and right - versus efficient and forgettable.

Because if everyone has access to the same technology, the real differentiator becomes the thinking that precedes and wraps around it.

The strategic frame.

The creative instinct.

The decision about what not to do.

Which might mean the role of a good creative agency just became more important, not less.