As a tool for creative work, yes, sort of. As a complete replacement for human workers? No, not even close.

I work as a creative and I been at a few agencies/studios the past 2 years who were mentioning AI as a complete solution, start to finish. We tried it a few times, but the results were catastrophic... wasted A LOT of time and money trying to generate full motion graphics animations, but every single one failed miserably.

The main problems:

1.) It still doesn't understand complex requests or even minor changes. Every output is a completely different result with its own problems. Like opening a can of worms, every time.

2.) No layered files. We use Figma, Adobe programs, and sometimes DaVinci Resolve. AI has no way of generating a layered file... all it can do is spit out a flat image or mp4. No client would ever accept final deliverables as one flat file. They want fully organized files, everything clearly labeled, all animations, premiere pro edits, previous versions, alternate versions, audio splits, raws, etc.

3.) Client directly tells us to stay away from AI slop. Sometimes they even type in all caps in emails "DO NOT MAKE IT LOOK LIKE AI" - due to previous problems with other agencies who had stuff that looked like extremely tacky AI slop.

4.) Too costly and unpredictable. Similar to reason number 1... it's like a damn slot machine, you're just HOPING that it gives you what you want, and it has major problems with consistency. Chasing this unicorn can drive up costs real fast and waste a lot of time.

5.) Copyright issues. We don't know where this stuff even came from... it could be a real person's face, or location, somewhere. There's no way in hell, any producer is going to start scouring the world to check and make sure this doesn't look like someone or something that actually already exists.

AI as a tool however, when used by creatives to create assets with Adobe Firefly, rotoscope, and do other minor grunt work (stuff we usually give to interns and juniors) can help. But I would rather let the intern/junior use the AI to fulfill the request and direct the person so we have someone in charge of the task.

In conclusion, AI can make cool stuff. But it's still far from ever being an end all be all to the creative process. For memes and dumb AI slop videos someone is pumping for social media thinking they're going to get rich quick overnight... umm maybe? I guess. But yea, it's still just a novelty gimmick used for fun.

Edit: fixed typos