CHAPTER 01
What is going to kill creative work
The panic in the creative industry about AI is misdirected. AI is not going to kill creative work. What is killing it is the flood of undifferentiated, taste-free output that AI has made trivially cheap to produce.
We call it slop. Purple gradients on every SaaS page. Identical hero images across every DTC brand. Generic brand voice that could belong to a thousand companies.
CHAPTER 02
The four layers of an AI brand stack
Layer 1 — Signal ingestion (culture, category, audience, competitor).
Layer 2 — Diagnostic models (custom-tuned to your P&L and your voice).
Layer 3 — Creative production pipeline (draft-to-ship, human-in-the-loop, taste-gated).
Layer 4 — Distribution + measurement (attribution that connects the drop to the dollar).
Every layer needs a human taste-owner. The stack is a force multiplier, not a replacement.
CHAPTER 03
How SMG runs it
Every strategist has a set of internal models tuned to specific tasks. Our stack takes tasks that used to consume a week of a strategist's time and compresses them to hours.
But we never ship the model's first output. Or its fifth. Every artifact that leaves this studio is filtered through a human who has years of taste in that specific medium.