I was at a table at a healthcare awards event when a Marketing Director asked me what I did. “Insight and communications. Ethnography, patient stories, filmmaking.”
“Are you worried about AI doing your work?”
AI is doing some of the work. Transcriptions, draft translations, subtitling. The questions that really matter are about intention.
Why are we doing this?
Who are we showing up for?
What are we trying to understand?
Those micro-windows of truth that pop open right after you turn the camera off. Learning firsthand from others how they live and experience the world.
Getting home to a message saying how much participants enjoyed working with you and the team, thanking you for the opportunity to tell their story.
For stories that anchor campaigns, that need to be authentic enough to shift how people understand a disease that need to carry real weight the question isn’t “Will AI be making this?” It’s “When does a story matter enough that we should show up for the person living it?” AI doesn’t answer that question. You do.
“Are you worried about AI doing your work?”
AI is doing some of the work. Transcriptions, draft translations, subtitling. The questions that really matter are about intention.
Why are we doing this?
Who are we showing up for?
What are we trying to understand?
Those micro-windows of truth that pop open right after you turn the camera off. Learning firsthand from others how they live and experience the world.
Getting home to a message saying how much participants enjoyed working with you and the team, thanking you for the opportunity to tell their story.
For stories that anchor campaigns, that need to be authentic enough to shift how people understand a disease that need to carry real weight the question isn’t “Will AI be making this?” It’s “When does a story matter enough that we should show up for the person living it?” AI doesn’t answer that question. You do.