This bold inquiry—"How Will AI Kill Us"—became the foundation for our new AI Transformation Practice, SNSE by Creature.
In the summer of 2025, we teamed up with a brilliant trio of MBA students from Georgia Tech Scheller College of Business—Katie Bowen, Ellie Cobb, and Christopher Jones, along with the guidance of lecturer Jarrett Oakley. Their mission was to help us deconstruct how AI could disrupt our business and, more importantly, what we should do about it. This deep dive revealed something amazing: for every vulnerability we uncovered, we found an equal number of opportunities waiting to be seized.
Our AI Roadmap
Our first step was to create a manifesto: our AI Philosophy. Think of it as our internal guide to navigating AI usage. It outlines our core beliefs and sets our ethical boundaries. For example, we've encountered AI solutions that record conversations without permission. That's a hard "no" for us, so we committed to never recording without consent. A hard "yes" for us is that any use of generative AI must pass our rigorous creative direction standards and must be in service of higher quality, higher impact work.
Next, we tackled our project management. We moved away from messy emails and scattered systems toward a centralized, intelligent, and on-brand solution. Our thinking was simple: by streamlining our day-to-day operations, we could free up time and energy to focus on what truly matters—quality and value creation.
We built a custom system that integrates tools like Airtable, Slack, Google, Zoom, and Email. It's orchestrated by our team and powered by AI. Now, every single task, update, meeting, and project is tracked and optimized through this system. With a single click, tasks are ingested, prioritized, assigned, and communicated to our clients in real-time.
The results speak for themselves. In just the first month of full operation, we saw a 21% increase in task completion. Simple automations are saving us minutes a time, hours per day, and days per month, allowing us to ditch the mundane and focus on the work that makes a real impact.
Integration is Everything
A reality check came in late August with an MIT report that revealed 95% of generative AI pilots are failing. This report resonated with our co-founders. They reflected on their past experiences leading large creative teams in corporate environments and asked a crucial question: What could a Fortune 50 company accomplish with the same 21% improvement we’re seeing?
This led us to our key insight: integration. What makes Creature different is our willingness to change how we work, communicate, and how our tools interact. It was an exciting moment when we saw our belief validated by Harvard Business School's research, released just two weeks later.
So, what are you going to do about it? A good friend and agency founder, Andy Bloch, once asked us this question that became our mantra. It's a reminder that action speaks louder than words and that you have to take a risk to grow.
We realized that businesses not seeing these improvements—businesses not embracing AI integration—will be left behind. This is the fear (and opportunity) that drove us to evaluate and integrate AI into all parts of our own business. When we asked our friends in the industry what they’re doing about AI, their responses were unanimous: they know they need to do something, they just don't know what.
That's why we've launched SNSE by Creature. The name stands for "Sixth Sense," because that’s what we aim to give marketers and product professionals—a sixth sense in AI. Our practice is built on the belief that AI amplifies human ingenuity, it doesn't replace it. And we believe that businesses focused on creating value, not just cutting costs, will be the ones that thrive.
So, how will AI kill Creature?
By standing still. By not integrating. By throwing away quality.
Thanks for reading.