AI is redefining creative work, so we're making our bet

Since we started talking about NiceJourney more than a year ago, we were 100% sure that we didn't want to become another AI tool that allows founders to create ads, social media posts, or whatever without ever interacting with a professional human being. We wanted to find a balance between completely human-made design and completely "machine-made," but we weren't sure how.

During the summer, we decided it was time to take a clear position about the general discourse around creatives and AI, so we made our bet.

Like some traditional agencies working with startups, we believe that over time, there will always be less and less need for mere producers and more demand for strategists and creative directors.

In a world where AI is perfectly capable of producing any type of content, from copy to design and even code, what makes a real difference is the strategy behind the content produced.

Therefore, this time, we decided to put more emphasis on how we use AI, making a clear distinction between the most strategic and creative part of our work, which we'll always handle ourselves, and the most technical and analytical tasks that AI can handle faster and more accurately (e.g., gathering data from different sources, generating AI images and videos, finding new trends, etc.).

But what would that mean in practice for the founders we work with?

We won't limit ourselves to producing social media content, cute graphics for investor or pitch decks, or catchy copy for their emails; we'll help them strategically choose how to build, promote, and scale through different touchpoints, helping them understand what works and what doesn't for their specific startup.

This decision derives from our first-hand experience using AI to craft strategies, whether for building a new brand identity or a content strategy for social media.

No matter whether we use Gemini, ChatGPT, or Claude, all tools are biased to accept our assumptions as true.

You can tell them to create videos for TikTok to promote your product, and they'll do it, without wondering whether your target audience uses TikTok and would engage with that type of content.

Sure, you can tell AI to check the most recent data and reliable sources about how your target audience uses TikTok, but then it will end up providing the same tips and suggestions it provides to any other founder in the same industry. Therefore, you'll end up producing the same identical content as your competitors.

So, we believe human beings will be better than AI at providing a unique, tailored direction, and that's what startup founders will look for.

We acknowledge we live in a very complicated and unpredictable world, so who knows.

Hopefully, we're making the right call.