Creative Head Sushant Sinha offers thoughtful insights on the use of generative AI in content creation, particularly for bootstrapped startups managing tight budgets. While AI tools promise cost-effective content solutions, relying heavily on AI-generated assets risks the brand being perceived as "low effort," potentially undermining the product's credibility. Instead, Sushant advises leveraging AI strategically for behind-the-scenes tasks like summarizing meetings, noise reduction, brainstorming, and creating initial mood boards or storyboards. He emphasizes AI's role as a tool to enhance human creativity—not replace it—by using it to critique drafts rather than generate content outright. Ultimately, authentic engagement and genuine effort resonate more deeply with audiences than polished but impersonal AI outputs.