TRANSATLANTICO
TRANSATLANTICO
TRANSATLANTICO

Human Premium

Lately, almost every new client has been asking us if we use AI tools?

Almost all of them say that they don’t want to look like it was created by AI.

I think this is important, especially in light of the huge trend related to AI.
We all want to use new technologies, and artificial intelligence obviously opens up many possibilities. However, when a brand needs to communicate with people, its character should remain Human. 

Especially in the world of impact startups or nonprofits. But really in every industry, because trust and authenticity are the foundation, not just an extra feature. How can we trust machines after The Terminator?

Have you noticed how much resistance and aversion people feel when they realise something was generated using AI? 

It’s not my job to judge the ethics of using AI-generated content. But this form of communication says a lot about the brand. I know that AI can be used to achieve great things in many fields. Unfortunately, using it thoughtlessly and lazily just to save money in the short term ends up being counterproductive in the long run. 

Remember stock photos? For years, everyone knew they looked fake, but it was just easy to use them. Until people get allergic to them and can’t take it anymore. We all know it’s fake and there is a thin line between “it’s ok for this article” and “have you ever seen so many cheering people in the open space? Is this company even real?”

It’s the same with AI. The difference is that we got bored of it within weeks, not years.

Of course, a company doesn’t always have the budget for a top-notch photo shoot, but I’d bet that investing in real people will pay off better for the brand’s image than investing in tokens. 

There was a lot of buzz recently about a new animated series for Apple TV. It was created entirely by hand, without the use of special effects or AI. This move sparked huge admiration and excitement. In my opinion, a bit over the top :) Although it was indeed a statement and a way to solidify its premium position.

There are many examples that confirm that creations made by people and containing micro-imperfections are a manifestation of true artistry and make people remember them longer and appreciate them. 

The Sony Bravia balls, Honda’s “The Cog”, the incredible 2018 “Welcome Home” ad created for Apple by Spike Jonze, or “Your Way Out” from March 2026 for Coinbase. These are all beautiful works of art!

Not only do I appreciate these brands more, but I’d love to meet the people behind these projects and shake their hands. 

Tools change, but the need for what’s real/human remains the same. Yet?:)

SM

READ MORE




TRANSATLANTICO

Human Premium

Lately, almost every new client has been asking us if we use AI tools?

Almost all of them say that they don’t want to look like it was created by AI.

I think this is important, especially in light of the huge trend related to AI.
We all want to use new technologies, and artificial intelligence obviously opens up many possibilities. However, when a brand needs to communicate with people, its character should remain Human. 

Especially in the world of impact startups or nonprofits. But really in every industry, because trust and authenticity are the foundation, not just an extra feature. How can we trust machines after The Terminator?

Have you noticed how much resistance and aversion people feel when they realise something was generated using AI? 

It’s not my job to judge the ethics of using AI-generated content. But this form of communication says a lot about the brand. I know that AI can be used to achieve great things in many fields. Unfortunately, using it thoughtlessly and lazily just to save money in the short term ends up being counterproductive in the long run. 

Remember stock photos? For years, everyone knew they looked fake, but it was just easy to use them. Until people get allergic to them and can’t take it anymore. We all know it’s fake and there is a thin line between “it’s ok for this article” and “have you ever seen so many cheering people in the open space? Is this company even real?”

It’s the same with AI. The difference is that we got bored of it within weeks, not years.

Of course, a company doesn’t always have the budget for a top-notch photo shoot, but I’d bet that investing in real people will pay off better for the brand’s image than investing in tokens. 

There was a lot of buzz recently about a new animated series for Apple TV. It was created entirely by hand, without the use of special effects or AI. This move sparked huge admiration and excitement. In my opinion, a bit over the top :) Although it was indeed a statement and a way to solidify its premium position.

There are many examples that confirm that creations made by people and containing micro-imperfections are a manifestation of true artistry and make people remember them longer and appreciate them. 

The Sony Bravia balls, Honda’s “The Cog”, the incredible 2018 “Welcome Home” ad created for Apple by Spike Jonze, or “Your Way Out” from March 2026 for Coinbase. These are all beautiful works of art!

Not only do I appreciate these brands more, but I’d love to meet the people behind these projects and shake their hands. 

Tools change, but the need for what’s real/human remains the same. Yet?:)

SM

READ MORE