When AI becomes your intern (and your partner on the pitch)

Time of India

4 days ago

HighlightsArtificial Intelligence (AI) functions like an ever-ready intern, generating numerous ideas quickly but still requiring human input to refine and ensure cultural relevance. The role of creatives is shifting from being doers to decision-makers, emphasising the importance of asking better questions and curating AI-generated content. While AI enhances the creative process by providing initial drafts and ideas, the true essence of storytelling and connection with the audience hinges on human creativity and insight.
By Gaurav Arora
Let's be honest: if AI were a team member, it would be that intern who never sleeps, never complains, and always has a 'first draft' ready in three seconds. Sure, the tone might be off, the headline might be a bit too clever for its own good, and the meme reference could be stuck in 2021 - but it's learning. Fast.
In the agency world, we often joke: 'Need 100 campaign names by morning?'
Today, the answer might be: 'Cool, I'll ask ChatGPT.'
But here's the catch: AI might be brilliant at volume, but not always at value. And that's where the human magic comes in.
The AI-Intern Era Is Here
We have all been there—the late nights spent crafting pitch decks, sweating over that one big idea. Now, with AI in the loop, your whiteboard sessions are suddenly way more productive. The difference? The shift in how we approach creative work.
AI doesn't replace thinking; it just clears the clutter so you can think deeper.
Picture this:
Your
AI intern
churns out 50 ideas in the blink of an eye. Your job? Sift through, select, and refine the gems that actually matter.
Whether you're writing taglines, scripting videos, or planning influencer campaigns - AI provides breadth. It can pump out ideas like a machine gun. But the nuance, tone, and cultural context? That's still human turf. AI might give you 50 options, but it's the human who knows when a message clicks with the audience, or when it just falls flat.
The New Creative Deck: 50% Prompt, 50% Gut
Gone are the days when the creative pitch deck was a labour-intensive masterpiece. Now, it's more like a co-pilot system.
Here's how it works:
You feed the AI some insights. It spits out ten possible territories, themes, or even taglines. You review, provide feedback, and refine. It's like a tug-of-war with a machine—but somewhere in the digital back-and-forth, the concept sharpens into something fresh.
'A good deck used to take sweat. Now it takes prompts, patience, and perspective.'
AI gives you scaffolding, but the soul of the story? That still comes from your gut.
In the past, every pitch was like writing a book. Today, with AI as your co-pilot, it's like building a first draft, then editing it into something worthwhile. The hard part is still the same—turning an idea into something that resonates with the audience—but now, it's faster, cleaner, and more refined.
The Culture Shift: From 'Doers' to 'Deciders'
What AI changes most in agencies isn't the work itself—it's the roles. In a world where AI handles much of the grunt work, the value now lies in the human touch. Writers are becoming editors. Designers are becoming curators. Strategists are becoming orchestrators of logic, language, and storytelling.
'The real job now? Asking better questions, not just writing better answers.'
In this new age, AI frees up the creative process, but it also requires a mindset shift. Creatives are no longer doing everything themselves. They're now decision-makers, curating the AI's output to craft something meaningful. The human creative is a director, guiding the AI like an orchestra conductor.
So What Now?
What does this all mean for the future of agencies and creatives in a world where AI is the intern that never leaves? Here's how to make the most of it:
Embrace AI as your infinite intern. Use it to generate ideas, craft drafts, and streamline your creative process. It's like having a brainstorming partner who's always ready to go.Know when to override the algorithm. AI is fast, but it's still just a tool. There will be moments when you need to step in and add the human touch, refining a draft, adjusting tone, or ensuring the message aligns with the brand.Keep the deck human at the heart. While AI might generate the first line, only you know how the story ends. Your instincts, knowledge of culture, and understanding of the audience are what turn raw ideas into something that truly connects.
At the end of the day, AI might be able to create at lightning speed, but it's your creativity, empathy, and expertise that make the difference between a good idea and a great one.
(The author is the co-founder at Social Panga.)