1. Introduction
In his thought-provoking essay, ‘What Happens to Creativity When Everything Can Be Generated?’, Colin Melville articulates a profound paradox: as AI renders creation effortless, earning meaning becomes arduous. By 2026, the ‘Infinite Narrative’ era begins, where high-fidelity assets cost nothing. Frictions like cost, time, and technical barriers vanish, removing the sieve that once let only convicted ideas emerge.
Melville dissects this. Effortless production breeds ‘Mechanized Convergence’, funnelling creators to uniform solutions, as research shows diminished critical thinking from heavy AI use. This threatens ‘Brand Decay’, dissolving unique voices into averages. The Abandonment Crisis: viewers spend up to 26 minutes searching, abandonment rates at 19% overall, 29% for youth. Platforms optimise for watch time but miss why people linger, craving ‘Human Truths’ amid ‘automated fakeness’. Melville warns against confusing generation with creativity – AI does execution, authorship requires decisions on content, pacing, intent. A ‘Governance Gap’ looms, AI outpacing ethical frameworks, risking pluralism.
I posit AI abundance refines creativity. Viewing this though the lens of Rory Sutherland’s behavioural marketing – psycho-logic over rationalism – grasping human nature is paramount. AI bolsters critical thinking actively: ideation, domain bridging, ‘random magic’ akin to bees, most exploiting paths, few venturing for breakthroughs.
This essay reframes Melville’s analysis through human-centric prism: challenging homogenisation with reframes, demonstrating AI enhancement, equipping directors with tools, addressing governance, concluding on unshittification via alchemy. In infinity, understanding biases, emotions, perceptions makes things matter.
2. The Collapse of Friction and the Myth of Homogenisation
Melville paints a stark picture of creativity’s transformation. For decades, making media demanded real grit – budgets for crews, equipment rentals, endless hours in editing suites. These hurdles acted like a natural filter. Only ideas backed by deep conviction or hefty funding survived to reach audiences. Think of a filmmaker scraping together resources for a passion project; the struggle ensured commitment. Without it, half-baked concepts fell away.
Now, in 2026, AI shatters that. High-fidelity assets emerge at zero cost, from scripts to visuals. Anyone can summon a polished scene with a prompt. This ‘Infinite Narrative’ floods the landscape. Yet Melville warns of fallout: ‘Mechanised Convergence’. Different creators, feeding similar prompts into shared AI models, end up with eerily alike results. Trained on vast but uniform datasets, these tools nudge outputs toward averages – safe, familiar tropes. A study he cites shows workers leaning on AI often skip independent judgement, thinning idea diversity. In film, this manifests as ‘Brand Decay’. Unique styles blur; every dystopian tale looks like the last blockbuster knock-off. The illusion? Effortless production equals boundless originality. Reality bites: without friction, conviction wanes, and sameness reigns.
This view holds water, but it overlooks human agency. Homogenisation is not fate; it is a trap for passive users. Enter reframing through behavioural lenses, inspired by Rory Sutherland’s psycho-logic. Humans do not think rationally; we navigate via biases, emotions, shortcuts. Creativity blooms from flipping perceptions, not grinding logic. AI excels at optimisation – thin-tailed tasks like pattern matching. But it misses fat-tailed leaps, the irrational sparks.
Consider everyday examples. Speeding feels thrilling until reframed: beyond 70 mph, time saved drops sharply, like a paceometer showing diminishing returns. Or IKEA furniture: assembly boosts perceived value through effort illusion. These are perceptual alchemies – turning ordinary into meaningful without altering facts.
In AI’s world, uniform outputs come from lazy prompts. Directors counter this by injecting bias-aware twists. Prompt for a scene, then reframe: anchor on loss aversion, nudge with social proof. My own process shows it – using AI to bridge marketing domains, testing reframes like effortless upgrades. This ‘Director of Intelligence’ approach demands active curation: evaluate, iterate, deviate. Homogenisation dissolves when humans direct with intent, blending behavioural insights for distinct voices.
The myth crumbles. Friction’s fall exposes lazy habits, not creativity’s end. True directors harness AI to amplify human quirks, setting the stage for deeper critical engagement.
3. AI as Critical Thinking Enhancer: Countering the “Hampering” Narrative
Melville leans on studies suggesting AI dulls critical thinking. One key piece: research from 2025 shows workers using generative tools often accept outputs without scrutiny. Perceived effort drops; independent judgement fades. In tasks needing analysis or synthesis, users offload too much, verifying less. This breeds shallow processing – a quick win now, but skills erode over time. Melville ties it to creativity’s peril: if AI handles execution, humans might stop probing deeply, leading to hollow work. The caution rings clear – over-trust turns tools into crutches, starving the mental muscle for original thought. In media, this means directors approving AI drafts blindly, amplifying convergence. The core truth: passive use invites atrophy. No sugarcoating it; reliance without rigour weakens us.
Yet this narrative assumes misuse as default. Flip it: active direction makes AI a sharpener for critical thinking. Evidence lies in practice. Treat AI as partner, not oracle. Start with prompts that bridge fields – pull marketing biases into film pacing, test emotional hooks swiftly. In my work, AI ideates funnels evolved beyond rational steps, layering System 1 intuition for quick gut responses. Or reframing upgrades: AI generates options, I evaluate against human quirks like loss aversion, iterating until resonance hits. This demands more scrutiny, not less – spot biases in outputs, blend domains like behavioural patterns with narrative arcs. Confidence in the task drives it; low confidence yields acceptance, high sparks challenge. Future glimpses: in 2026, directors prompt wildly, then dissect, forging hybrids no solo mind reaches fast. AI offloads repetition – thin-tailed grinds – freeing fat-tailed insights. The result? Deeper engagement, not diminishment. Everyday parallel: cooking with a recipe app. Passive follow yields bland meals; active tweak – swap ingredients, adjust for taste – hones intuition.
Enter the bee analogy for creativity’s essence. Colonies thrive on balance: most bees follow pheromone signals to known flowers, exploiting safe paths efficiently. A few wander randomly, discovering new sources amid risks. Without explorers, the hive starves in change; without followers, chaos reigns. AI mirrors the followers – reliable signals from data patterns, churning predictable ideas. Humans supply random magic: absurd leaps, emotional deviations. Prompt for standard scenes, then inject whims – reframe via anchoring, spark social proof twists. This hybrid sparks true novelty, countering hampering claims. Active use elevates the dance.
Directors who grasp this wield AI not as thief of thought, but amplifier – paving the way for behavioural tools that define the role.
4. Humans as Directors: The Marketing and Behavioural Toolkit
Melville nails the shift: creativity pivots from producing outputs to directing intent. In abundance, humans step back from grunt work – scripting, rendering, editing – handed to AI. Authorship boils down to choices: what to include, omit, pace. No illusions here; execution automation strips away excuses. Directors now orchestrate experiences that resonate, committing to viewpoints AI cannot muster. This demands grasp of human quirks – biases shaping decisions, emotions driving stays. Future directors thrive by treating AI as stagehand, not star. Everyday scene: planning a meal. Old way, you chop and cook; now, apps suggest recipes, but you decide flavours, timing, pairings for that perfect gathering. Abundance exposes the truth: making is easy; mattering requires human touch.
This role fits Rory Sutherland’s psycho-logic: irrational drivers trump logic. Humans favour quick intuitions – System 1 thinking – over slow analysis. Directors leverage this for differentiation. Marketing becomes the toolkit: perceived value over utility. Evolve classic models accordingly. Segmentation, Targeting, Positioning (STP) once sliced markets rationally; now, infuse biases. Segment by loss aversion – groups fearing misses more than gains. Target via anchoring: set high initial perceptions. Position with reframes, flipping contexts. My approach: AI generates options, directors curate for emotional pull. Funnels transform too. Traditional AIDA (Attention, Interest, Desire, Action) assumes linear paths; psycho-logic adds loops of social proof, scarcity nudges. Reimagine as effortless upgrades: small perceptual shifts yield big leaps, like Uber’s map reducing wait frustration without shortening time. In film, apply to narratives – AI drafts scenes, directors tweak for intuitive flow, anchoring viewers emotionally from frame one.
Melville’s Abandonment Crisis hits hard: 14-minute searches, 3-second hooks, 29% youth dropout. Algorithms chase familiarity; humans crave truths. Directors bridge with behavioural tools. Craft ‘Human Truths’ via patterns: reciprocity builds loyalty, endowment boosts attachment. Address generational rifts – youth shun broadcasters for authentic bites. Use reframing: turn automated polish into intentional grit. Everyday insight: coffee shops thrive on customisation illusion, making patrons feel authored. In media, directors prompt AI for variants, then select for restraint – what not to show. Speculate ahead: 2026 sees hybrid studios where directors audit AI for bias blind spots, injecting random magic. This counters fakeness; audiences sense commitment. The toolkit equips: marketing for perception, behaviour for depth. No softening: without it, directors flounder in noise.
Equipped thus, directors navigate abundance ethically, closing Melville’s gaps with oversight.
5. Governance and Ethical Direction in the AI Era
Melville flags a real danger: AI races ahead while governance lags. Cultural and ethical frameworks struggle to keep pace. This gap risks cultural homogenisation – a world where diverse voices narrow into algorithmic averages. Without checks, pluralism suffers. Unique perspectives drown in shared datasets; local stories flatten into global tropes. The threat is concrete: creators default to safe outputs, eroding the variety that fuels human connection. Everyday parallel: a neighbourhood where every house copies the same design – efficient, but soul-crushing. Melville’s point stands unflinching: speed outstrips oversight, and the cost is cultural depth. In film and media, this means platforms flooded with polished but interchangeable content. No softening: unchecked AI threatens sovereignty of expression.
Responsible direction offers a counter. Shift from assistant to strategic asset. Build centralised hubs – AI Studios – where reusable tools meet human oversight. These spaces integrate behavioural audits: scan outputs for bias, check perceptual nudges against audience psychology. Transparency becomes core – explain how reframes were applied, why choices were made. Directors log decisions, making intent visible. This builds trust; audiences spot authenticity. My framework adds a practical layer: the 30-day Director of Intelligence plan. Daily prompts train active use – start simple, escalate to domain bridges, end with ethical reviews. Users learn to spot over-reliance, inject restraint. Speculate forward: by late 2026, these hubs standardise. Studios audit for fairness, ensuring reframes respect human truths rather than exploit them. No illusions: governance demands effort. Passive tools invite harm; directed ones safeguard diversity. Directors who embrace this – auditing, training, transparency – close the gap, turning abundance into plural strength.
With ethical oversight secured, the path opens to true unshittification.
6. Conclusion: Toward Unshittification Through Human Alchemy
Melville’s warnings ring true: AI abundance risks hollowing creativity, flooding us with sameness amid effortless generation. Friction’s fall exposes lazy habits; algorithms chase loops, not truths. Yet reframing flips this – not crisis, but elevation. Humans as directors harness behavioural insights, turning tools into amplifiers. Psycho-logic cuts through: biases like anchoring or loss aversion guide perceptual shifts, making perceived value real. Active AI use sharpens critical thinking, offloading grinds for domain bridges and random leaps. The bee dynamic holds: follow signals for efficiency, wander for magic. Governance seals it – ethical hubs ensure transparency, preserving pluralism.
No dodging the core: abundance demands restraint. Directors who grasp human nature win; those who default lose voice. Everyday proof: a conversation where one listener reframes, sparking connection – that’s alchemy, turning base into gold. Speculate ahead: 2026 sees widespread adoption, creators blending marketing funnels with narrative intent, audiences rewarding authenticity over polish. Unshittification emerges – rejection of fakeness for earned meaning. Melville’s paradox resolves: easier making hardens mattering, but behavioural tools equip us.
The call is clear. Master human quirks – emotions, shortcuts, perceptions. Evolve models, audit outputs, inject intent. In infinity, winners curate resonance, not volume. AI does not steal souls; it spotlights directors who understand lingering. Creativity endures, refined through human alchemy.
References
Hosie, A. (2025, December 27). How to Become a Director of Intelligence: A 30-Day Action Plan Using Only a Chat Window. https://aronhosie.com/2025/12/27/how-to-become-a-director-of-intelligence-a-30-day-action-plan-using-only-a-chat-window/ This essay provides a practical framework for using AI as a directed tool to enhance human oversight, referenced in discussions of active AI engagement and governance in sections 3, 4, and 5.
Hosie, A. (2025, December 28). The Consumer Journey Process – The Gold Standard for Modern Marketing in 2026. https://aronhosie.com/2025/12/28/the-consumer-journey-process-the-gold-standard-for-modern-marketing-in-2026/ This work reimagines consumer paths through behavioral lenses, informing the toolkit for directors in section 4’s exploration of marketing models.
Hosie, A. (2025, December 30). Perceived Value Is the Only Value That Matters. https://aronhosie.com/2025/12/30/perceived-value-is-the-only-value-that-matters/ Drawing on perceptual alchemy, this essay supports arguments in section 4 about prioritizing perceived over actual utility in creative direction.
Hosie, A. (2026, January 2). The Effortless Upgrade Framework: Unlocking Hidden Value Through Perceptual Alchemy. https://aronhosie.com/2026/01/02/the-effortless-upgrade-framework-unlocking-hidden-value-through-perceptual-alchemy/ This framework exemplifies reframing for value creation, used in sections 2 and 4 to counter homogenization and enhance audience resonance.
Hosie, A. (2026, January 4). The Evolutionary Arc of Seminal Marketing Models in the Age of Technological Innovation and Digital Expansion. https://aronhosie.com/2026/01/04/the-evolutionary-arc-of-seminal-marketing-models-in-the-age-of-technological-innovation-and-digital-expansion/ It traces marketing evolution with psycho-logic, referenced in section 4 for adapting funnels and STP in an AI context.
Hosie, A. (2026, January 5). Reimagining the Marketing Funnel Through Rory Sutherland’s Lens – Relevance in an AI-Driven World. https://aronhosie.com/2026/01/05/reimagining-the-marketing-funnel-through-rory-sutherlands-lens-relevance-in-an-ai-driven-world/ This piece applies Sutherland’s ideas to funnels, informing the behavioral toolkit in section 4’s response to abandonment crises.
Hosie, A. (2026, January 6). Evolving STP Through Rory Sutherland’s Psycho-Logic Lens – A Behavioural Reframing and Argument for Utility. https://aronhosie.com/2026/01/06/evolving-stp-through-rory-sutherlands-psycho-logic-lens-a-behavioural-reframing-and-argument-for-utility/ Focusing on bias-infused segmentation, it underpins section 4’s director tools for differentiation.
Hosie, A. (2026, January 8). Distilling Human Behaviour Through Predominant Patterns. https://aronhosie.com/2026/01/08/distilling-human-behaviour-through-predominant-patterns/ Cataloging behavioral biases, this essay supports core arguments in sections 3 and 4 about human truths and critical thinking enhancement.
Hosie, A. (2026, January 9). Reframing as the Highest-Leverage Tool in Marketing. https://aronhosie.com/2026/01/09/reframing-as-the-highest-leverage-tool-in-marketing/ It highlights reframing’s power, woven into sections 2, 4, and 6 for combating mechanized convergence.
Hosie, A. (2026, January 10). Reframing as a Strategic Imperative: A Workflow for Transforming Marketing Services and Driving Business Growth. https://aronhosie.com/2026/01/10/reframing-as-a-strategic-imperative-a-workflow-for-transforming-marketing-services-and-driving-business-growth/ This workflow for reframing informs strategic direction in sections 4 and 5, emphasizing ethical AI use.
Kahneman, D. (2011). Thinking, Fast and Slow. Farrar, Straus and Giroux. https://us.macmillan.com/books/9780374533557/thinkingfastandslow This seminal work on System 1 and 2 thinking grounds the psycho-logic discussions in sections 3 and 4, distinguishing intuitive from analytical processes in creativity.
Lee, S., et al. (2025). The Impact of Generative AI on Critical Thinking: Self-Reported Reductions in Cognitive Effort and Confidence Effects from a Survey of Knowledge Workers. Microsoft Research and Carnegie Mellon University. https://www.microsoft.com/en-us/research/publication/the-impact-of-generative-ai-on-critical-thinking-self-reported-reductions-in-cognitive-effort-and-confidence-effects-from-a-survey-of-knowledge-workers/ Referenced in sections 1, 2, and 3 as the basis for countering AI’s potential to hamper critical thinking, drawing from Melville’s citation.
Melville, C. (n.d.). What Happens to Creativity When Everything Can Be Generated? https://www.colinmelville.com/the-shift/what-happens-to-creativity-when-everything-can-be-generated The primary article responded to throughout the essay, framing discussions on infinite narratives, convergence, and human truths in all sections.
Nielsen. (2025). Streaming Reaches Historic TV Milestone, Eclipses Combined Broadcast and Cable Viewing for First Time. https://www.nielsen.com/news-center/2025/streaming-reaches-historic-tv-milestone-eclipses-combined-broadcast-and-cable-viewing-for-first-time/ Cited via Melville in section 1 for streaming usage data, supporting audience behavior trends.
Ofcom. (2025). Media Nations 2025: UK Report – Evolving Consumer Behaviours. https://www.ofcom.org.uk/media-use-and-attitudes/media-habits-adults/media-nations-2025 Referenced in section 1 for UK media consumption patterns, informing the abandonment crisis and generational divides.
Ofcom. (2025). Online Nation 2025: From Apps to AI Search – How the UK Goes Online in 2025. https://www.ofcom.org.uk/media-use-and-attitudes/online-habits/from-apps-to-ai-search-how-the-uk-goes-online-in-2025 Drawn from Melville in section 1, providing data on online behaviors and AI adoption to underscore fleeting attention.
Sutherland, R. (2019). Alchemy: The Surprising Power of Ideas That Don’t Make Sense. WH Allen. https://www.penguin.co.uk/books/430379/alchemy-by-rory-sutherland/9780753556528 This seminal book on psycho-logic inspires the reframing and behavioral approaches throughout sections 2, 3, 4, and 6.
Teleprompter. (2025, March 21). TikTok 3 Second Rule: Mastering Rapid Engagement. https://www.teleprompter.com/blog/tiktok-3-second-rule Cited in section 1 via Melville for the 3-second engagement rule, highlighting platform dynamics in the abandonment crisis.
WARC. (2025, September). Global Ad Growth Forecasts Upgraded on Social Media Windfall. https://www.warc.com/content/feed/global-ad-growth-forecasts-upgraded-on-social-media-windfall/en-GB/10987 Referenced in section 1 for ad spend data, supporting discussions on algorithmic preferences and fleeting attention.
Ampere Analysis. (2025, December). Ampere Analysis Forecasts a New Era for Global Content. https://www.formatbiz.it/dettNews.aspx?id=14024 Mentioned in Melville’s sources in section 1, providing context on global content realignment in the infinite narrative era.
Dentsu. (2025). Human Truths in the Algorithmic Era: 2026 Media Trends. https://www.dentsu.com/us/en/reports/link__2026_media_trends___human_truths_in_the_algo Cited via Melville in section 1 for media trends, reinforcing human truths amid algorithms in sections 4 and 6.
EY. (2025). How AI is Transforming Media & Entertainment Marketing. https://www.ey.com/en_us/insights/cmo/how-ai-is-transforming-media-entertainment-marketing Referenced in section 1 from Melville, informing AI’s role in marketing and opportunities in governance discussions.
EY. (2025, December 15). Top 10 Opportunities for Technology Companies in 2026. https://www.ey.com/en_us/insights/tech-sector/top-10-opportunities-for-technology-companies-in-2026 Also from Melville in section 1, supporting speculations on AI as a strategic asset in section 5.