#008: Creativity as a Métier in the Age of AI

I recently saw a documentary about a small vineyard in Burgundy tended by a husband and wife who had made wine their life's work. They moved slowly among the vines, each gesture a testament to the decades spent cultivating their craft.

That evening, over a rustic meal of garlic snails and the wine they'd nurtured, they spoke about the meaning of work. The word they used was "métier." At that moment, it became clear that "métier" meant far more than just a job.

It was their calling—their craft—something that wasn't just what they did but who they were.

In a world shaped by automation, where AI churns out polished work at an astonishing rate, reconnecting with one's métier feels more essential than ever. It's the very thing that keeps us human in an algorithmic world.

With that in mind, as we dive into this week’s newsletter, I want you to know that this might be one of my most reflective issues yet. It's about finding that creative center—your métier—and why it will matter more than ever in the age of generative AI.

The Duality of AI: Possibilities and Pitfalls

AI is an extraordinary tool, unleashing possibilities once confined to science fiction. We can brainstorm campaigns in minutes, render visuals with photorealistic detail, and optimize processes almost to perfection.

But herein lies the paradox: while AI excels at the extraordinary, it falters at the intuitive. It struggles with nuance, emotional resonance, and the kind of context we humans handle—empathy, taste, and the "easy things" we often take for granted.

A few weeks ago, I recalled a sentiment a colleague had once told me: "Impossible things are possible, but easy things are still hard." The more I reflect on this, the more I realize how true this is.

AI can generate content, visuals, and even virtual models. But without someone to infuse it with purpose, it risks becoming shallow and transactional. When we lean too heavily on AI, we risk reducing our creative process to a mere operation.

And that erodes something fundamental: our craftsmanship, our purpose, our métier.

Balancing Innovation and Intuition

The challenge, then, is how to harness AI's potential without sacrificing our creative freedom. The answer lies in grounding our work in craftsmanship, taste, and an unwavering sense of purpose.

Scott Belsky, co-creator of Behance, once said, "In the age of AI, taste will become more important than skills." This is a striking idea—that in a world where technical skills can be automated, our taste will define us.

Taste is more than a preference, however; it's a perspective honed over years of exposure, of trying and failing, of refining. The Italian word sprezzatura captures this. It refers to the effortless grace that comes from mastery—the ease that belies the effort and skill beneath it.

In the age of AI, sprezzatura will stand as a true embodiment of taste, reminding us that real value lies not only in what we create but also in the care, intention, and craftsmanship with which we bring it to life.

The Rise of Taste: Your New Competitive Edge

In this new landscape, taste will become more than a judgment—it will be leadership. The creator with taste will guide AI’s output, transforming raw potential into something meaningful and distinct.

Like a craftsman's perspective, taste will elevate our work from routine to meaningful. And this elevation will bring us back to purpose. Consider this famous parable of the three bricklayers:

Three bricklayers are asked: "What are you doing?" The first says, "I am laying bricks." The second says, "I am building a church." And the third says, "I am building the house of God." The first bricklayer has a job. The second has a career. The third has a calling.

I’ve always loved this story because it captures something profound: when we infuse our work with purpose, it transcends the ordinary. In the age of AI, taste is how we will shape purpose—and purpose is how we will craft meaning.

Conclusion: A Call to Refine Your Craft

The Burgundy winemakers' wine is more than a product—it's a legacy, a story, and a craft refined over generations. Their focus goes beyond making wine; it’s about preserving and perfecting a timeless tradition.

This is the mindset we, as creators, must embrace: to see our métier not as tasks to complete but as part of something far more significant. AI will transform how we work but never touch what makes creativity valuable—our passion, intuition, and taste.

Grateful,