Don't panic. Create more.

There’s been a lot of advancements and changes in AI lately (what else is new?), and my wife and I are always talking abut how it will impact the future of work — but this week, something stood out to me, especially having trained as a Graphic Designer.

ChatGPT launched a new image generation feature.

That’s what I used the create the strange photo at the top (based on a photo I gave it — clearly not the best demonstration of its skills haha. It also spelled “read” with an f in the poster).

Depending on who you follow, your social media feeds may have been full of digital illustrations, 3D photos, and recreations of people you know in the style of Japanese animation company Studio Ghibli (which they’re not happy about).

This morning, I woke up to a compelling and thoughtful post by serial founder and VC Steven Bartlett about all of this that I immediately thought was worth discussing it with you here. (Who’s Steven Bartlett? He’s the host of The Diary of a CEO podcast, and if you’re a Dragons’ Den/Shark Tank nerd like me, you may have him on the UK version of the show).

Here’s how this post started:

A quick preface

The brand strategy process in the age of AI

Now, before we dive into this, as a Brand Strategist, there’s something I’d like to share about the use of AI in branding specifically. Especially because, coincidentally, Steven’s post came out the same day I posted a video on LinkedIn about this:

I started working in marketing and branding long before logo generators, Canva or ChatGPT. It was all about the craft at that point — the in-depth process and thoughtfulness behind every decision.

While today's shortcuts and DIY tools are great for testing ideas quickly or executing repetitive tasks, building a long-term brand requires more.

Branding at its core is about connecting authentically, evoking emotion, and resonating with people’s hopes, dreams, and values. It requires a deep understanding of your audience, market dynamics, and cultural context — things that algorithms can’t fully grasp in the same way (or fully, at least not yet).

Yes, I use AI and tech as tools in parts of my work today. (I mentioned several I use for meetings and training sessions alone here on The Intersection).

To develop a brand that truly reflects your mission and vision, nothing beats a thoughtful, human approach guided by insight, intuition and experience.

Because I believe your brand deserves that level of care.

Now, let’s switch gears to the use of AI in the content creation space, because that’s what’s really changed this week.

The cost of creation is dropping

We’re living through a moment where the cost of creation is approaching zero. (That’s not the easiest to write out as a past agency owner and graphic design graduate).

Yesterday, I saw a video on YouTube already literally called “How to Use ChatGPT’s 4o Image Generation to Replace Your ENTIRE Creative Team” (no, not linking to it).

Some of what used to require huge budgets, talent, gear, and time can now be done in minutes, sometimes even seconds, with the help of AI. We’ve seen this coming over the last while, but it’s only getting better.

That’s a big deal. It means that everyone has access to tools once reserved for very large businesses and organizations, or those who spent years training and learning software.

So what do we do with that?

For those of us who work in marketing, design, education, or social impact, it can feel overwhelming (especially if you haven’t been keeping up with the advancements in AI along the way).

But here’s an important reframe:

It’s not a threat — it’s your biggest opportunity.

When cost is no longer a barrier, creativity becomes the real differentiator.

What matters now is not how much you can spend, but what you choose to say and how you choose to show up.

From scarcity to abundance

This shift challenges us to think differently.

In an age of abundance, where content is everywhere and tools are accessible to all, our value doesn’t come from having — it comes from knowing.

Knowing your community. Knowing what matters.
Knowing how to connect on a human level.

He draws parallels to the printing press and the rise of MP3s — two technological shifts that democratized access, disrupted industries, and forced everyone to reimagine what value looks like.

It’s happening again.

Practical advice for creators, founders, and leaders

What stood out to me were these really relevant takeaways for those of us building things today.

1. Don’t be romantic

If I was too romantic about this stuff, I’d still be designing in Paint or KidPix the old iMacs from elementary school — or more practically, the early versions of InDesign.

Yes, I still strongly respect the craft of artists, photographers and more.

But the lesson here is not to cling to what worked before just because it worked before.

Think back to the days of music being on CDs. Steven recalled a CD shop owner who said, “People will always love music.” True, but people didn’t love how they had to get it. Then came iTunes. The store disappeared.

In this landscape, we have to stay focused on truly serving our audience, not our egos.

2. Shift where you invest

The new “moats” aren’t content or code.

They’re brand, community, audience, trust, and partnerships — the things that can’t be easily cloned by AI. This is huge for me.

3. Be customer-obsessed

Don’t just ask people what they want — dig deeper. Learn from their behaviours. Remove friction. Give more value. And find ways to use data to uncover what they don’t yet know they need.

4. Create time to think

Get out of autopilot. Take a step back and challenge your assumptions.

We’re in a time that requires fresh eyes and bold thinking.

5. Double down on community

Community isn’t just a buzzword. I write and speak about it so much (including at the upcoming Community Summit in Toronto).

It’s one of the most defensible assets you have. It’s the foundation for trust, connection, and shared momentum.

6. Experiment relentlessly

With costs dropping, the barrier to trying new things is lower than ever. So test. Iterate. Explore new formats and ideas. Move fast. Learn faster.

What’s next?

The old barriers to entry are falling.

AI is accelerating everything — and while that’s scary to some, it also means this is one of the most equalizing times in recent history to create something meaningful.

We’re not panicking, right?

Instead, here’s what I suggest:

• Focus on what only humans can do. Build connection, tell stories, and lead communities.

• Stay grounded in your values and flexible in your methods.

• Keep creating. Keep showing up.

These are all things I’ve been speaking and writing about — so you’re in good company.

I’d love to know what you think of all this.

— Daniel