AI is reshaping the creative industry – but is it helping or harming the work? In this episode of the Digital PR Podcast, Louise Parker and Steve Baker speak to Creative Director Joe Goulcher, known for his outspoken takes on AI, ethics and originality. Joe shares why he refuses to use generative AI in his work, how leading brands are pushing back against the hype, and why consent, craft and credibility still matter. Together, they explore the ethical grey areas of AI-generated content, the environmental cost of machine-made creativity, and how Joe is building an honest, human voice in an industry obsessed with speed and scale.

00:07:50 – What AI Really Is (and Isn’t): Joe explains the difference between true artificial intelligence and the large language models often mislabelled as AI.

00:10:45 – The Trouble with Generative Tools: From copyright theft to misinformation, Joe lays out the ethical and practical risks of using generative AI in creative work.

00:14:30 – Why Big Brands Are Saying No: Joe reveals how companies are actively banning AI in their pitch and production processes.

00:29:15 – Craft Still Matters: Joe argues that speed and scale are being prioritised over quality, and why the work often suffers as a result.

00:31:20 – Building a Voice on LinkedIn: How Joe built an engaged audience, and why writing like you speak is the secret.

00:34:40 – Toxic Hustle Culture Isn’t a Badge of Honour: Joe pushes back on the glorification of burnout and late nights in agency life, and what we should be praising instead.

00:40:00 – Advice for the Next Generation: Joe shares advice to creatives starting out today.

Check out the full transcript here.

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About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.

To check out our socials and other useful links click here.

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