Why human curation is worth more than ever
LinkedIn is full of posts teaching you how to use AI to automate your life and mass-produce. We’ve been sold the idea that the future belongs to the fastest. But let’s be honest: in a market where anyone can generate a deliverable in seconds, speed is no longer a competitive advantage, it’s the standard.
Uncertainty. Panic. Fear. Excitement. Curiosity. Calm. The impact of AI set off a tsunami of emotions and swept away everything we thought we knew. But in the calm we understood something: it didn’t come to break limits or take jobs, it came to rethink them.
Write some code? Done! Design 100 pieces in minutes? Please! Make a photo of Trump with some apocalyptic alien visitors? Honestly, I still don’t know whether that one is fake. Anyway, today we can produce anything that comes to mind much faster than before; in fact, on average we can be up to 4.1 times more productive when generating content.
But speed doesn’t mean quality or differentiation. For years, great ideas hit a wall: the impossible, the too expensive, the too slow. That wall is coming down, and that’s why the question is no longer “can we do it?” but “what do we want to imagine?”. AI is a tool that, like any other, needs a thinker. This is where the line from Hellboy’s “dad” —“I see the puppet but where is the puppeteer”— makes perfect sense: it’s not only the end result that matters, it’s who is behind it.
At Buzz we work that hybrid relationship between the thinker and the tool with a “human end-to-end” process, where the supervision of human creative talent goes along with the entire creation process alongside AI. It’s not just telling it what you want: it’s first understanding how it’s needed, how feasible it is, developing it and reviewing it with commitment so the deliverable has the expected quality.
And this human-AI relationship affects a priceless resource: time. The goal isn’t to do it faster to deliver faster, adjust faster and ship faster. The aim is to invest that time where it matters. Because the benefit of efficiency is shared: the brand gains in cost savings and speed to market, and the talent gains the scarcest thing of all: time to learn, try, fail, think and grow.
So the next time we think about AI, let’s not think of it as the one that takes away. Let’s think of it as the one that gives; and in particular, as the one that gives time to use in the way that will best impact their brands.