Average is the new enemy and AI just made it your problem

By Mike Khouri

posted on Mar. 06, 2026 at 10:53 am

Tactical’s Mike Khouri explains how AI put into the hands of someone who understands culture and human behaviour is powerful, but it leads to slop when placed in the hands of people looking for the easy way out, cutting corners and choosing to be lazy.

Have a chat with any marketer, creative or founder, and you’ll likely land on the conversation, and all their opinions, around artificial intelligence (AI). Some doom. Some gloom. And plenty of unknowns.
People are saying it’s taking the creativity out of our industry. I believe there’s something more serious going on than that. This piece isn’t so much about the tech and more about the people – read: you and me.
Yes, AI is exposing creativity. But, more specifically, it’s exposing average creativity. Generative AI tools have made ‘good enough’ work faster, cheaper and easier than ever before.
As someone who long advocated for speed, quality and value across the industry, I

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