Every day, we dive into a brave new world as a brand strategy and creativity agency. With constant wonder and discovery, we advance alongside the brands that trust in the quality of our delivery, always striving to take them further. This increasingly involves utilizing and mastering various Artificial Intelligence tools.

From art and music to marketing, SEO, and copywriting, there are countless resources ready to respond to any request as quickly as refreshing an email. We see an ever-growing number of tools that deliver on their promises and even do the opposite—like those that help detect the use of these very tools. Always aware of the benefits for our teams, freeing time for more important tasks, our ongoing interest reflects our curiosity and investment on multiple fronts.

Finally, we reach the crucial question: in the hustle and bustle of agency life, where is the truth—the truth of brands, consumers, and the agency-client relationship? Where are the emotions and unique selling propositions of companies? Where is the authenticity that touches and unites us?

We live in a time when brand visibility is both its greatest asset and its Achilles’ heel. Unlike the brief apologies ChatGPT offers when confronted with an error, failing in brand communication is highly damaging to its reputation. This highlights the need for balance—a challenging, exciting, and responsible mission.

We know that AI doesn’t criticize a first draft or a sketch, doesn’t undermine our strongest gut feelings, or refuse to respond to a request, no matter how complex or trivial. More than tools, they are brave assistants that sit beside us permanently (if we wish) and push us towards the much-desired truth—the one only we can recognize, defend, and prove. Throughout this enhanced process, we never lose sight of the fact that at stake, as always, is the credibility of the brands that place their trust in our hands, and the continuity of our relationships.

As long as we are the ones writing the prompts, as long as the creativity that gives birth to something new comes from our own embryonic ideas, and as long as we are driven by personal, organizational values shared with the brands we work with, I believe the truth of the messages is safe. Where will this brave new world take us? To answer, let’s paraphrase Sebastião da Gama: We depart. We go. We are.

Article written by Marta Vasconcelos, Head of Business Development at White Way, originally published in LIDER.