Post by Rafael Carlesso

Something curious is happening inside creative departments. AI made production faster. But many brands started losing control of perception. Speed increased. Narrative authority decreased. The problem is not the tool. The problem is direction. When image production becomes easy, creative leadership becomes harder. Luxury brands are learning this in real time. AI does not replace creative direction. It amplifies the consequences of weak direction. The question is no longer: can we create with AI? The real question is: who controls the narrative when production becomes infinite? In luxury, perception is the product. And perception still requires authorship.