AI isn't going to replace us (but we need to change)

Every day, we are flooded with new tools, golden promises and diverse insights (😉) about generative AI. AI means the end of creativity. Or the beginning of a golden future. Depends on who you ask.

But at BORING, we don't like to speculate in such extremes. We believe that the truth lies somewhere in between: AI is not going to replace us. But we do have to change.

The democratization paradox

Of course, we ourselves look at each development within the context of building a website. In the past, programmers had all the power: if you wanted to create a website, you had to be able to write code. Later, with no-code platforms such as Webflow, designers and marketers also became website builders. And soon, with AI, every entrepreneur will be able to put together a simple website.

As a digital agency, that development feels exciting. Will we still be relevant in the future?

When we look into the past, we see that the democratization of technology does not make specialists obsolete, but rather better. Better tools make our profession accessible to everyone, but they also ensure that we, as specialists, become exponentially even better. The lower limit is rising, but so is the upper limit. The gap between commodity and premium is widening, not narrowing.

And that gap will continue to grow. We're becoming increasingly suspicious of AI content — recognize it by typical sentence structure, suspicious punctuation, or that generic LinkedIn tone. This ensures that we enter a detection race: AI is getting better, we recognize it better, and so AI needs to get better again.

As the average standard continues to rise, it becomes increasingly difficult to distinguish yourself. The baker around the corner will soon be putting together a simple website himself, but in a world where anything goes, the story and strategy behind your brand will become increasingly important. And that is exactly what we are good at.

A BORING strategy

That's why we're not just trying to keep up with every trend of the day, but to look strategically at how we can use AI to strengthen our USPs:

• AI helps us with time-consuming, repetitive tasks such as migrating content or sorting data. This creates more space to focus on creativity and strategy.
• AI helps us explore complex ideas by quickly turning abstract concepts into tangible effects.
• AI helps us build smarter content management systems for our projects through automated categorization, intelligent workflows, and self-updating content.
• AI helps us write custom code for complex functionalities.

We use AI where it excels and focus ourselves on what machines can't do: strategy and brand sense. This makes our work exponentially more valuable. Within a fraction of the time it took 5 years ago.

The new role of agencies

The demand for specialist work will not change, but our role in the creation process will. From performing tasks to giving tasks. From technical implementation to strategic direction.

What used to be distinctive will become the new standard. And new skills are becoming distinctive again.

Generative AI has changed the playing field, but the basic principles remain the same. Brands still want to stand out. Teams still need strategy. And people keep looking for meaning.

Ultimately, we see AI as the logical next technological development: no-code becomes AI, bakers become website builders, and threats become opportunities.

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