At the agency, we use artificial intelligence every day: to explore concepts, write variations, analyze data, and automate repetitive processes. It’s changed our production speed in a way that would have seemed like science fiction five years ago.
But the claim that keeps coming up in the public conversation —that AI will replace strategists and creatives— is the one that holds up the least. What AI doesn’t have is judgment: the ability to know which idea will connect with a specific audience, at a specific moment, in a market as distinctive as Puerto Rico.
The best results we’ve seen from combining AI with human teams come from a clear division of labor: the machine delivers volume and speed; the human team decides what’s worthwhile, what’s relevant, and what strikes the right cultural chord. Without that second half, everything feels generic.
My advice to anyone in the industry isn’t to fear the tool, but to invest in what the tool can’t do: understand the client, read the market, edit with intention, and take responsibility for decisions. Good judgment has never commanded a higher price.
