Progress is a wonderful thing. It has always driven humanity forward—unlocking new possibilities, bridging divides, and solving problems once thought insurmountable. But progress also comes with choices. And today, as artificial intelligence reshapes industries, we are faced with a critical one: Will we use this technology to enhance human creativity, or will we allow it to replace the very people who give our stories heart and soul?

The latest Vodafone commercial, produced largely by AI, has been celebrated as a breakthrough in innovation. It’s sleek, it’s efficient, it’s cutting-edge, the song is amazing. But as we applaud the technology, let’s pause to consider the human cost. What happens to the actors, models, voice artists, and production crews who depend on this work when AI begins to take their place?

The Dangers of Leaving People Behind:

AI is an extraordinary tool. It can streamline processes, lower costs, and even spark new ideas. But tools, no matter how advanced, are just that—tools. They lack the spark of human imagination, the authenticity of lived experience, and the connection that only real people can create. And as AI becomes more prominent in industries like advertising and film, we face very real risks.

1. Jobs at Risk:
   For every virtual actor or AI-generated voiceover, there’s a person left out of work. A report by the Society of Authors revealed that a third of translators and a quarter of illustrators have already lost work to AI, highlighting the immediate impact on creative professions. Society of Authors
2. Erosion of Craft:
   Technology can mimic human creativity, but it can’t replicate it. The greatest stories resonate not because they’re perfect, but because they’re real. A machine can generate a script, but it can’t capture the depth of a human struggle, the nuance of a lived experience, or the magic of a shared moment.
3. Rising Inequality:
   Let’s not kid ourselves: the benefits of AI won’t be shared equally. The profits will go to those who own the technology, while the workers who once brought these stories to life , the actors, and the models are left behind. Progress without fairness isn’t progress at all—it’s exploitation.

Now, some might say, “This is just evolution. AI makes things faster, cheaper, and more accessible. It democratizes creativity.” And there’s truth to that. A filmmaker in a small town can now access tools once reserved for Hollywood. An independent creator can bring their vision to life without a massive budget.

But let’s not mistake efficiency for equity. A hammer builds a house, but it can also tear one down. It’s up to us to decide how we use it. Will we wield AI to empower people, or will we let it displace them? The choice is ours.

Imagine an industry where AI and human talent work hand in hand.

Where technology takes on the repetitive tasks, freeing up people to focus on what they do best—telling stories, creating art, and connecting with others. This isn’t just a dream; it’s a real possibility. But it will require leadership, accountability, and a commitment to fairness.

Moreover, it is not just Vodafone. Most of big companies and agencies are exploring AI. Companies like O2 and Coca-Cola along with the big agencies have ventured into AI-generated advertising, creating personalized ads for different cities.

While innovative, these initiatives must be balanced with the preservation of human creativity and their impact to employment!

Progress isn’t just about moving forward—it’s about lifting everyone.

The promise of AI doesn’t have to mean the end of creative livelihoods. It can be a tool for empowerment, equity, and opportunity if we choose to use it that way.

So let’s push for a future where technology serves humanity, not the other way around. Let’s challenge companies to adopt AI responsibly, governments to protect creative workers, and all of us to value the human touch in the stories we tell. Together, we can build a world where progress doesn’t leave anyone behind.

Because at the end of the day, the heart of creativity isn’t found in an algorithm—it’s found in us.