AI Is Reminding Us of What We’ve Lost—and What We Can Have Again

Of course, speed is one of generative AI’s most alluring value propositions. But let’s be clear: AI is not an efficiency play. It’s about being more creative, more effectively, than ever before. It will allow us to help our clients redefine their businesses. A new world of opportunity is opening, one where the brief changes from building an app or a website to making an argument for different answers. Generative AI will never reveal these to us, but through experimentation and refinement, it will help guide us toward the ones that create real, sustained growth—for ourselves and our clients.