They never respected it.

But don't take it personally.

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A day doesn’t go by where I don’t see someone in the creative field post about their craft and the disrespect they feel when companies try to replace their output using AI.

But here is the thing - It can’t be disrespect of the “craft” if there was never respect there to begin with.

Many Creatives have been misreading the whole situation and incorrectly assumed that the companies they worked for cared about their craft. Because for years companies pumped money and resources into brand, content and design, so creatives though they did it because they cared about the art of making something as much as the output. That companies value the work that goes into it and the beauty of making something.

They don’t.

They didn’t then and they still don’t. Companies care about outputs. The craft was a means to an end for most companies. That end being growing and scaling a company as quickly and efficiently as they can.

That is their craft and there is nothing wrong with that.

So when something comes along that promises them the ability to do anything faster and about 100 times more efficiently, it shouldn’t surprise anyone that they jumped all over it. Whether that proves to be true or not we will see, but companies will always try things that they believe make them grow fast and efficiently.

Creatives are one of the first to feel this because their work is the most understandable. Everyone has written something, consumed thousands of blog articles or taken a picture. They have an understanding of the process, or so they think they do. Not everyone has built out a nurture stream in Hubspot or run an ad campaign in google. But make no mistake, if they knew a way to do it cheaper or more efficiently, they would jump all over it.

Is it because companies and their leaders are horrible soulless people? Are they inherently evil? Do they hate creative people?

No, it is because the thing they care about and their mission is building and scaling companies as quickly and efficiently as possible. They will do things in order to get better at that craft. That is what they are all working towards.

So is it the death of creatives in SaaS? Are robots the new creatives?

No. But it is the death of the way it has been.

Creatives need to be able to show how their craft can impact a business now more than ever.

The days of content teams churning out low value SEO driven content just to drive traffic are over. Which if we are bing honest with ourselves, is a lot of what content in SaaS has become.

Now is the chance to truly do storytelling, create content that can’t just be generated with some prompts, create beautiful designs that move people to action. There has never been a better opportunity to create things that will truly stand-out in the sea of sameness that is bound to happen through AI generated everything.

But you need to be able to show the impact truly creative work can have on outcomes the business cares about. That’s the way to survive as a creative. Not every founder or company will buy what you are selling. That’s okay too. Seek out the ones who do.

Keep creating and remember:

Thanks for reading

- Adam

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