Every few decades, a new technology arrives and immediately gets blamed for the end of civilisation.
- The printing press? “People will stop thinking.”
- The calculator? “Kids will forget maths.”
- Email? “No one will ever speak again.”
And now, Artificial Intelligence.
According to the internet comment sections (humanity’s most trusted source), AI is either: About to enslave us all or about to replace every job except “AI Ethicist” and “Guy Who Fixes the AI When It Breaks”.
At Phast Media, we’d like to calmly reassure everyone: The robots are not running the show, they’re just helping us get through it faster and cheaper.
The Fear: “AI Will Replace Humans”
Let’s address the elephant-sized robot in the room.
Yes, AI can write copy, analyse data, generate images, summarise meetings, transcribe audio, and do in seconds what used to take hours. That sounds terrifying until you remember one key detail:
AI has absolutely no idea what it’s doing!
It doesn’t understand your brand, your audience, your goals, or why your CEO hates the colour orange. It doesn’t know when something is almost right but still wrong in a way that would quietly destroy a campaign.
That’s where humans come in.
- AI is not a strategist.
- It’s not creative (it’s remixing, not inventing).
- And it definitely doesn’t care if your project succeeds.
It’s a tool. A very fast, very obedient, very tireless tool. Think less “Terminator,” more “power drill.”
The Reality: AI as a Time-Saving Sidekick
At Phast Media, we use AI the same way professionals use any good tool to eliminate the boring, repetitive, time-consuming bits.
AI helps us:
- Speed up research
- Generate first drafts (not final thinking)
- Analyse patterns and performance faster
- Automate admin that no human should suffer through twice
What it doesn’t do:
- Make strategic decisions
- Replace human creativity
- Understand nuance, humour, emotion, or context
- Take responsibility when something goes wrong
In other words, AI handles the grunt work so we can focus on the stuff that actually matters.
The Bit Clients Really Care About: Cost & Speed
Here’s the part everyone likes.
Because AI reduces the time spent on repetitive tasks, it reduces the cost to clients. Simple as that.
Work that once took:
- 10 hours now takes 3
- 3 rounds of manual processing now takes minutes
- Days of analysis now happens in hours
That doesn’t mean we’re cutting corners. It means we’re cutting wasted effort.
Clients aren’t paying for us to manually wrestle spreadsheets or stare at blank documents for inspiration. They’re paying for insight, creativity, execution, and results.
AI lets us deliver more of that, faster, and without inflating budgets.
The Future: Humans + AI (Not Humans vs AI)
The companies struggling with AI are the ones trying to either:
- Ignore it completely
- Replace humans with it entirely
Both approaches fail.
The sweet spot is collaboration:
- Humans set direction
- AI accelerates execution
- Humans refine, judge, and decide
At Phast Media, we’re using it the way it should be used: responsibly, transparently, and in service of better outcomes for our clients. No glowing red eyes and no robot uprising.
EMAIL: INFO@PHASTMEDIA.COM | PHONE: +44 (0) 1494 431 258