--°C|mercredi 24 juin 2026|

Abonnez-vous aujourd'hui pour obtenir 3 articles gratuits par mois.50 % de réduction sur vos 5 premières courses avec Lyft

EN/FR

Opinion

AI Can Cut Costs, But It Can’t Replace Creativity

As companies embrace AI to reduce production costs, they risk undermining the creative talent, authenticity, and audience trust that made their brands valuable in the first place.

ParNatasha Kennedy

24 juin 2026 · 5 min de lecture

AI Can Cut Costs, But It Can’t Replace Creativity

Photography by David Curleigh / @curleighcreative

The Main est soutenu par ses lecteurs. Les abonnements sont ce qui nous permet de rester indépendants. Cinq dollars par mois — les restaurants, les guides, le bulletin hebdomadaire et que faire chaque week-end. Soutenez-nous aujourd'hui. Soutenez-nous aujourd'hui.

Often used as a tool to improve processes or build efficiencies, AI’s presence continues to grow at an unprecedented rate in creative industries, raising broader concerns around creativity, ownership, and ethics. We are facing a new set of questions: Is it fair to make an exact replica of a photographer's work without credit or consent? Or to replicate a model's face for commercial usage? Where do we draw the line between technological innovation and creative copyright?

Without any regulation, AI is beginning to undermine the careers of photographers, art directors, producers, stylists, and many other creatives whose work, expertise, and intellectual property have helped train the very systems that threaten to replace them.

The human cost of the algorithm

Free account required

Pour ceux qui ont Montréal à cœur

Créez un compte gratuit pour lire cet article et accéder à 3 articles par mois, ainsi qu'à notre Bulletin hebdomadaire.

Indépendant. Local. Soutenu par ses lecteurs.

Déjà membre? Se connecter

The human cost of the algorithm

Earlier this month, Suzy Shier released an AI-generated campaign. Creatives across the country expressed anger and frustration, questioning why a brand would choose AI to bypass its traditional creative teams to produce a campaign. Even more recently, SSENSE announced layoffs within its photography and makeup departments, explicitly citing AI as their replacement.

For Montrealers specifically, a city historically known for its vibrant creative community, these decisions feel especially disheartening for local brands. It felt like a departure from the collaborative process that has made this city attractive to work in.

The conversation around AI is often justified by its use for efficiency and to create smaller budgets. Studies show that by using AI-generated imagery, brands can reduce production costs by up to 80 percent compared with traditional campaigns. That sounds like a compelling business decision in theory, but what does it mean when you are losing your audience in the process?

Commentaires

Welcome to The Main's comments section!

Share your thoughts and join the conversation. Please be respectful and constructive.

Aucun commentaire pour le moment. Soyez le premier !

Follow on Google

Opinion

AI Can Cut Costs, But It Can’t Replace Creativity

As companies embrace AI to reduce production costs, they risk undermining the creative talent, authenticity, and audience trust that made their brands valuable in the first place.

ParNatasha Kennedy

24 juin 2026 · 5 min de lecture

Photography by David Curleigh / @curleighcreative

The human cost of the algorithm

Free account required

Pour ceux qui ont Montréal à cœur

Créez un compte gratuit pour lire cet article et accéder à 3 articles par mois, ainsi qu'à notre Bulletin hebdomadaire.

Indépendant. Local. Soutenu par ses lecteurs.

Déjà membre? Se connecter

The human cost of the algorithm

Commentaires

Welcome to The Main's comments section!

Share your thoughts and join the conversation. Please be respectful and constructive.

Aucun commentaire pour le moment. Soyez le premier !

Follow on Google