Many creatives will be happy to hear that Tim and Callum are skeptical about the usefulness of generative AI for producing final assets. Rehab is focusing on the earlier part of the creative process: the hours of research and strategy work that go into shaping a campaign and defining what the assets should be rather than how they should be made.
Rehab calls its tools an 'unfair advantage' because they aim to give clients access to more intelligence than what their competitors have. This could be insights.
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