In the last two years, the amount of content being produced online has exploded. Blog posts, Instagram captions, brand visuals, YouTube scripts — all of it being churned out faster than ever before. That sounds impressive. But spend enough time scrolling and you start to notice something strange. Everything is starting to look and sound the same.

That is the real problem with AI-generated content. It is not terrible. It is just incredibly average. These tools learn from content that already exists, which means they are very good at producing something safe, familiar, and completely unremarkable. The same phrases show up everywhere. The same sentence structures. The same tone. After a while, it feels like the entire internet was written by the same invisible person who has no real opinions about anything.

Design is going through the same thing. AI image tools have made it possible for anyone to create a visual in seconds, which sounds great until you realise that everything coming out of these tools has started to look alike. The same textures, the same lighting, the same slightly-off human faces. There is a recognisable AI look now, and it is spreading fast. Just like cheap stock photos made the internet feel generic ten years ago, AI visuals are doing the same thing today.

What gets lost in all of this is actually the most important part of any creative work — a real point of view. When a human sits down to write something or design something, they bring their own experiences, their own taste, and their own reason for making the choices they make. That is what gives creative work personality. That is the difference between content you remember and content you scroll past in half a second.

Using AI as part of a creative process makes sense. It can speed things up, help with ideas, and handle the boring bits. But there is a real difference between using a tool to support your thinking and letting it do all the thinking for you.

The best creative work has always come from people who genuinely had something to say.

A prompt box cannot replace that. Not yet. Probably not ever.