Who owns meaning in the age of infinite making?

Here comes AI. Faster than a squirrel on Red Bull. Smarter than your average bear.

At The Think Room, we’ve been circling the only question that really matters in marketing right now: If AI can do it all, who decides what’s worth doing?

For decades, “Trust me, I feel it in my gut,” never cut it in a boardroom. So when digital tech came along promising data and KPIs, we jumped. No, we flung ourselves into the arms of any metric that sounded vaguely mathematical and quantifiably predictable.

Are we about to do it again with AI?

Let’s call AI what it is: A Promethean moment. As Mo Gawdat, former Chief Business Officer at Google X, put it: AI isn’t a trend. It’s a turning point. Like Prometheus handing humanity fire, AI has sparked a transformation across every industry, including ours. And like any fire, it can cook your dinner or burn your house down.

AI is no longer hype. It’s here. It’s happening. It’s already reshaping how we learn, create, decide, and influence. In the communications industry, built on perception, persuasion, and presence, this shift isn’t minor. It’s seismic.

Marshall McLuhan once said, “Only puny secrets need protection. Big discoveries are protected by public incredulity.”

That incredulity is fading. And fading fast. AI now writes scripts, designs campaigns, crafts headlines, generates art, personalizes emails. All in seconds.

AI isn’t just a new tool. It’s a new torch. Burning through old business certainties.

We now stand at a threshold between human meaning and machine mimicry.

The creative industry has been vocal about AI’s risks. But ask yourself: why? Because creativity is shifting. From the rare spark of individual insight to the mass output of algorithmic content.

So the question isn’t “Will AI take our jobs?” It’s deeper. Will it strip meaning from what we make?

Some say AI kills talent. Not likely. If anything, it makes real talent even more valuable.

Talent is rare. And in a world drowning in content, rare becomes priceless. Or at least to those with the means and the vision to recognise it.

AI has already changed the communication industry. What hasn’t? Most people’s thinking.

A tsunami of sameness.

From giant agency networks to lone freelancers using ChatGPT and Midjourney, everyone’s pumping out content like it’s oxygen.

But instead of breathing life into ideas, are we choking the system with sameness?

This isn’t communication. It’s karaoke. This isn’t meaningful. It’s measurable mediocrity.

Because here’s what no AI can do, at least not yet: Give a damn.

AI doesn’t care. It can remix your past. But it can’t imagine your future. It has no taste. No tension. No gut instinct. No sense of when to say: “Fu*k it, let’s try something weirder.”

And that’s the point.

As AI handles more execution, the premium shifts to what’s harder to automate: A point of view.

Your value isn’t just in what you make. It’s in knowing why it matters. Your value is your vision. Your meaning.

Right now, we’re seeing execution without intention. Content without context. A flood of auto-copy, synthetic visuals, AI-generated films, virtual influencers. The outputs? Infinite.

The meaning? Missing in action.

Human communication is not a commodity. If everyone uses the same tools, data, and logic, they’ll all arrive at the same destination. Which means: they’ll all be ignored.

AI may mirror human creativity. But it can’t replicate human intuition. It doesn’t carry fear, bias, humour, heartbreak. It doesn’t live. And without lived experience, there’s no felt experience. No resonance.

AI amplifies what you feed it. It can amplify your brilliance. Or your mediocrity. The real risk? Not replacement. Irrelevance.

Because when everyone can generate anything, the rare thing becomes someone who knows why it’s worth generating.

So where do we go from here?

The communication world now splits in two:

1. Those who automate for speed and volume.

2. And those who still care enough to create meaning.

Time to choose.

What The Think Room believes. And why.

We believe that in a world saturated with AI-generated output, being unapologetically human will become a strategic advantage.

Because authentic, meaning-led content builds trust. And trust builds brands.

We don’t claim to be AI experts. We claim something rarer: We’re meaning experts in an AI world.

We believe:

💡 AI renders execution cheap, but reinvigorates the value of a powerful idea.

💡 The future belongs to brands with vision and meaning, not just volume.

💡 Creativity isn’t just pattern recognition. It’s pattern rebellion.

💡 Authenticity will be the new currency. The soul will be the differentiator.

💡 Strategy is more vital than ever. Because when everything can be generated instantly, the question becomes: Why this? Why now?

At The Think Room, meaning means clarity of intent.

Meaning that aligns with your values, resonates with your audience, and moves your organization forward. We help organizations and people uncover their unicity. That one-of-a-kind mix of truth, purpose, and perspective that only they can own.

If you’re ready to put meaning back at the heart of your communication, let’s talk.

📩 Liora Kern CEO and Co-founder, The Think Room

📩 Sean Hayes Creative Cultivator and Co-founder, The Think Room

Written with humanity in mind.