Air debuts AI tools with handwritten note: they won't replace creatives
Air, an advertising agency, launched new AI capabilities while publicly committing that the technology won't displace creative staff. CEO Shane Hegde acknowledged AI's effect on team size but said it won't change the core work of making creative work.
The announcement came with a handwritten message, a deliberate choice that underscores the company's position on human creativity's role in advertising.
Hegde's framing sidesteps a tension many agencies face: AI tools do reduce headcount needs, even as leaders insist the technology augments rather than replaces creative talent. The distinction between eliminating roles and changing team composition remains contested across the industry.
For creatives evaluating how AI fits into their careers, understanding these tools and their actual capabilities matters. AI for Creatives covers training options designed for creative professionals working with these systems day-to-day.
Air's move reflects a broader industry pattern: agencies are adopting AI while managing the messaging around its workforce implications. How teams actually use these tools-and what skills remain irreplaceable-will determine whether the reassurances hold.
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