25/06/2026
AI didn’t fix our drafts, it scaled the mess.
Because when we feed AI a brief that’s still unclear, it doesn’t create direction it amplifies the ambiguity. The result is usually a draft that reads “okay,” but feels generic, tries to speak to everyone, and gets stuck in the rewrite loop the moment someone asks, “Wait, who is this really for?”
What actually works for us is flipping the order. We don’t start with the draft. We start by locking the fundamentals, then we generate structure before we generate paragraphs, and we treat AI as a fast first pass and not the finisher.
That’s when the script starts to feel like it’s meant to be seen, not read.