Who really makes the decisions today when we work with artificial intelligence? Sometimes it seems that it is the machine: it writes texts, designs images, suggests solutions. But the truth is that AI does not decide: it proposes. And it is still up to us to decide and take responsibility for the consequences.
Studies are beginning to reveal the outlines. An experiment by the Massachusetts Institute of Technology found that students who used ChatGPT to write essays showed less brain activity and produced more homogeneous, less personal texts than those who wrote on their own or with tools such as Google. Other studies warn that relying too much on AI can weaken creativity, memory and critical thinking, transforming us from active pilots to passive passengers of thought.
Yet the picture is not all doom and gloom. Global research by Workday shows that 93% of active AI users feel they can devote more time to high-level tasks such as strategy and problem solving thanks to these tools. These figures tell us something simple but crucial: AI does not replace us, it supports us.
The question, then, is not “how good is AI?”, but “how willing are we to retain responsibility for creative choices?”. Because creativity is not just about generating ideas: it is also about selecting them, guiding them and giving them meaning.
Creativity and responsibility: two sides of the same coin
Creativity is never just a flash of inspiration. It is an act that has consequences, because choosing an idea means deciding which message enters the public sphere, which imagery becomes shared, what impact we have on people.
Artificial intelligence is powerful because it broadens the field of possibilities: it proposes solutions, stimulates alternatives and accelerates processes. Yet, as recent studies remind us, more options do not automatically equate to higher quality. A paper published in Frontiers in Psychology shows that AI-generated works, even if technically valid, are perceived as less authentic than human ones. This is a bias, of course, but also a sign: without human direction, value risks being lost.
This is where our philosophy comes in: augmented humanity. We do not use AI to replace, but to amplify. Amplify insights, data, questions, but also responsibility: the responsibility to make informed choices towards customers, people and the planet. For us, AI is not the end, but a means. And creative responsibility is not delegated, it is exercised.
AI as a proposal: multiplying perspectives
Artificial intelligence has an undeniable strength: it multiplies perspectives. Where a person alone imagines three paths, AI suggests thirty, forcing us to look beyond the beaten track. In this sense, it does not replace the creative act, but prepares it, generating alternatives and stimulating associations.
The difference, however, lies in what comes after. AI does not decide; it does not know the context, values or consequences. It can suggest a convincing name or an appealing visual, but it does not know whether that name truly resonates with a brand’s history or whether that image is consistent with cultural and social sensibilities. The moment of selection, of responsibility, remains human.
This is the heart of our philosophy: AI amplifies the playing field, but we give it meaning. Because multiplying perspectives does not mean abdicating leadership; it means having more raw material on which to exercise critical and creative thinking.
The human filter: ethics, sensitivity and vision
The real difference lies not in the quantity of output, but in the ability to make sense of it. This is where the human filter comes into play: that combination of sensitivity, culture, ethics and vision that no algorithm possesses. It is an invitation to continue doing what we do best: choosing. Choosing what is valuable to people, what is consistent with a brand, what is right to communicate in a given context.
In an agency, this filter is enriched by an additional layer: the generational one. Younger people tend to use AI as a playground, seniors observe with detachment and caution, and professionals in the middle seek a balance between speed and control. It is precisely from the union of these perspectives that AI emerges as a catalyst for discussion, not just a shortcut.
In the agency: shared decisions, collective responsibility
Artificial intelligence does not enter creative processes like a magic wand, but as a new player around the table. It provides input, speeds up steps and brings out possibilities. But the real work begins afterwards: when a team has to decide what to keep, what to discard and how to orient the result.
Here, responsibility becomes collective. It is never the “hand” of a single person that guides, but the intersection of different sensibilities: the copywriter who reads between the lines, the art director who evaluates visual consistency, the strategist who measures the impact on the brand, the project manager who keeps an eye on time and resources. AI thus becomes a common ground for discussion, a pretext for better debate.
The latest Report on Artificial Intelligence 2024 in Italy shows that 58% of companies have already introduced artificial intelligence solutions into their processes, and 82% of respondents consider staff training to be a crucial challenge. These figures confirm a key point: AI does not replace teamwork, it redesigns it. Technical expertise is needed, of course, but so is the ability to mediate between perspectives, transforming the speed of machines into decisions that make sense to people.
It is precisely in this direction that true added value is built: a process in which choices are shared and transparent. The responsibility for creating culture, communication and impact remains, and must remain, in the hands of people.
We are still in control
Artificial intelligence is not destiny, it is a tool. And like any tool, its value depends on how we use it. It can help us free up time, open up new scenarios, and see paths that we would not have imagined on our own. But it does not replace the responsibility of choosing, nor can it take on that responsibility.
The real challenge today is to balance speed and awareness. To embrace AI as an amplifier of insights, not as a shortcut. To exercise critical thinking, cultivate sensitivity, and integrate different perspectives.
For us at Keyformat, this translates into the practice of augmented humanity: an approach that puts people and their real needs at the centre, and considers AI not as an end, but as an ally. To do better, not just more. To build solutions that have value not only for customers, but also for the social and environmental ecosystem in which we live. Or at least to try.
