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Will Poskett
Founder,
Defiant
Many fear AI. I think it's the single best thing that's happened to our industry, which probably says more about the industry than the AI.
As a small studio, it's not just helping us compete with bigger agencies, it's helping us beat them. Turns out you don't need 200 people and a meeting about the meeting anymore. Just better thinking.
We use it at every stage, from upstream research to creative visualisation and synthetic focus groups. Basically, all the things that used to take weeks, budgets, and someone called Dave saying let's sense check this.
After decades of big companies monopolising entire sectors, AI is finally levelling the playing field.
Which is great.
Unless you're a big company.
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