You’ll see lots of social media posts these days scare-mongering about the threat of AI taking over in the workplace. The balancing view gets less traction, indicating that AI has the potential to free us from certain mundane tasks and increase our productivity.

But it’s not about whether the technical ability is there to create a realistic video of Eddie Murphy eating spaghetti, or if you can manipulate a photograph from the Covid era to seamlessly remove face masks from people.

The key issue here is intelligence, artificial or otherwise. It is up to us in the creative sector to choose how and when to make use of AI; it’s just another tool available to us.

Some days I’d be grateful for a small helping of simple organic intelligence – from tech companies, clients, the general public…