I think we’ve all been hearing and feeling that we don’t want AI creating content for us, and I think that’s true.

What that idea misses, however, is that when smart, creative humans get their hands on a smart, creative tool, amazing things can happen.

Take, for example, Sargon Dental in LA. They’ve been creating fairly standard content for a while, and getting a few thousand views per video. Recently, they started publishing videos created with Google’s new AI video tool, Veo 3. In their most recent video, the business “partnered” with a beer-drinking, sky-diving, foul-mouthed Bigfoot who (spoiler) loses a couple of teeth and then raves about the replacement he got from his dentist. The video has more than half a million views and is being shared across Instagram, TikTok, Twitter, and now email.

The Italian soccer club, AC Milan, also joined in by posting an announcement to TikTok that they had just signed everyone’s favourite AI-generated Italian Brainrot character, Tung Tung Tung Sahur.

In case you’re not chronically online and haven’t heard of Italian Brainrot yet, here’s a quick rundown from KnowYourMeme.

So What?

Unsurprisingly, when Hootsuite published their recent mid-year social media trends report, the #1 trend they identified was “AI is a permanent part of the social landscape.”

So should we all just give up and hand over our accounts to our AI overlords? Of course not.

What we’re seeing is that creative people can get even more creative by using the latest tools and trends to their advantage.

Public Service Announcement

The other side of this whole conversation about AI is the fact that tools like Veo 3 are creating content that’s nearly indistinguishable from reality, and that’s a serious risk for a lot of reasons. Film director Travis Bible posted this cautionary video to his IG that everyone — especially those of us who may be convinced of wild stories on our Facebook feeds — should watch.