Humanity needs great creative directors now more than ever before. As AI continues to make it easier to ship mediocre creative work at scale, the creative director’s job becomes paramount. They must stand at the kitchen pass and function as the tastemaker, deciding what work is worthy of serving the customer and what work is not. Up to this point, I’ve been unimpressed with the taste displayed by those wielding AI.

Copywriters, designers, videographers and prompt engineers brag of its abilities—which I must admit are impressive—however much of the work I’ve seen leaves something to be desired. This is where the role of the creative director is so hugely important. Agencies and enterprises need leaders with exceptional taste and strong conviction to differentiate between great work and mediocre work. As these individuals are experiencing the work, they should not be told whether it was made by AI—or with the help of AI—until after their decision has been made. If the dish tastes good, the creative director sends it through. If the dishes tastes funky, it’s returned to the kitchen.