We have all heard it said at some point in our careers: no matter how good we are at our jobs we can be replaced by someone better in a day. This kept us on our toes, pushed us to put in maximum effort and made us competitive. Then we heard we could be replaced by computers. And it really happened. Entire industries shrank into a small chip. The message was loud and clear: evolve or become obsolete. So we adapted. We sought authenticity, creativity and human ingenuity – qualities we believed machines could never replicate.

Fast-forward to today and no matter what you do or how well you do it, AI is coming for you. Writers, actors, singers, directors, editors, models, photographers – no one is safe. AI can generate scripts, compose music, edit videos and create hyper-realistic images of people who do not exist. It writes background scores, dubs content and produces ad campaigns before you can spell it. The playing field is no longer about talent or experience; it is about who can use AI the best. The food chain has not disappeared; you just have to climb it again.

Do I sound pessimistic? Maybe. But that is not where I’m going with this. I recently heard someone say that AI is where the internet was in the late nineties. And that is a chilling thought. When we first used dial-up internet, we had no idea how it would change the world. AI is in that same early stage of mass adoption. And if history has taught us anything, it is that once technology becomes commercialised, it eventually becomes a commodity. The real question is not whether AI will take over, but how we will redefine our relationship with it.

Too many people have already abandoned the effort of actually creating. Need an email? Ask ChatGPT. Need a social media caption? AI’s got it. Need a blog post? AI churns out thousands of words in seconds. We are seeing more words than we can even read and understand. The issue is not that AI is helping us; it is that we are letting it do the heavy lifting without even attempting to engage our creative skills. Worse, some people don’t even review AI generated content before using it. I will never forget a story from a previous workplace. Someone asked a junior creative to research Kashmir, and they copy-pasted material from ChatGPT. The boss pointed out that the content was written from an Indian official’s perspective. When we let AI think for us without using our own judgment, we lose control over our own work.

Thanks to AI, creative agencies are producing more work with fewer people. Companies that prioritise AI savvy creatives are thriving, while traditional agencies are shrinking. AI is mostly used for high-volume copywriting, and the average creative manager is now expected to churn out three to four PowerPoint presentations in a day. But when everything starts to look and sound the same, creativity suffers and so does the ability to capture attention.

When we rely on AI for everything, we stop exercising the part of our brain that knows how to struggle, refine and create something original. The best creative work – the kind that stays with us for decades – comes from human experiences, emotions and personal struggles. AI doesn’t have that. It can mimic, remix, and refine, but it cannot originate the way we can. The irony is that the more we depend on AI, the less we bring to the table. And in the long run, it will not be AI that will make us obsolete, it will be our choice to disengage.

We have had ground-breaking tools before. Technologies that have reshaped the world and how we work. But AI is different. It’s not just another tool; it’s a power tool. Every one of us has limited knowledge of how it will unfold, and if you think it’s an enemy, keep it closer, learn to use it wisely, but don’t let it become your crutch. History tells us how chaotic the printing press was before the dust settled. AI has the same disruptive potential. Whether we become passive consumers or active creators in this new era is up to us. AI can enhance creativity rather than replace it. Here are five major AI tools every creative person should know about.

A powerful writing assistant. But don’t let it do the thinking for you. Use it to refine and structure your ideas, not to replace your voice.

A game changer for visual artists, but originality is key. Use it for inspiration, mood boards or to speed up conceptual work. But always add your personal touch.

An incredible tool for video editing and effects, but human storytelling is irreplaceable. Use it to enhance production values, not to replace your artistic direction.

Perfect for music generation. But remember, AI can compose, but it can’t feel. That is where you come in.

Great for generating visuals and artwork, but true art comes from intent. Use it to spark ideas, not to mass produce content without purpose.

Change is inevitable, but creativity is not about automation; it is about connection. AI might write an article, but will it make you feel something real? And in a world where everything is becoming artificial, be unapologetically you. We can’t predict the future, but one thing is clear. If AI is your pet, you are still the master. So before you ask AI to do the work for you, ask yourself: are you creating, or are you just letting AI fill in the blanks? Because the moment we stop writing, thinking and feeling for ourselves, we become replaceable.

One last thing. If your boss, teacher, or client can tell something is AI-generated, you have failed to use it well. Einstein once said that true intelligence is knowing how to hide your sources. AI should be your secret weapon, not an obvious crutch. Gain command over it. The sooner, the better.

Asrar Alam works as a creative consultant for major brands, creative agencies and production houses. asrar.alam005@gmail.com