How we’ve integrated AI into our work—and what it’s unexpectedly taught us about being more human.

At Truth Collective, we haven’t just dipped our collective toe into AI—we cannonballed in headfirst, curious and cautious in equal measure. What we found wasn’t just faster work or smarter outputs, but a shift in how we think, collaborate, and connect. This isn’t a guide or a playbook. It’s a reflection. A snapshot of what’s changed for us—and maybe, what could change for you too.

Let’s take a look at what happens when brave meets bot—and why we think the future of creativity needs both.

1

Human in the Loop?
Still Not Human Enough.

The phrase “human in the loop” is everywhere right now—and while it sounds great in theory, we’ve found it’s often too passive for the kind of work we do. Our experience is that AI does its best work not just when a human checks in, but when we actively share what we know. Context is everything. The more our systems are trained on our unique tone, collective knowledge, and creative standards, the more it sounds and more importantly, thinks like us. This isn’t just machine learning. It’s human learning, amplified.

2

Don’t Just Use AI—Collaborate With It.

At first, we treated AI like a high-powered intern: generate some stuff, review it later. But the real magic happened when we stopped reviewing and started doing—together. What makes this technology different from anything before is that it’s not just another tool—it’s a co-creator. The best results happen when strategy, emotion, and prompts sit at the same table. Collaboration isn’t just with clients anymore. It’s with systems.

3

More AI, More Time for Humans.

Here’s the twist: the more we used AI to accelerate the work, the more time we had to slow down with clients. To really listen. To explore. To jam. That surprised us. When the groundwork gets done in seconds instead of hours, space opens up for moments that matter. We’re not just creating for clients—we’re creating with them. And that’s changed the vibe entirely.

We now create with clients in ways that are more intimate, intuitive, and invested. It’s not just better for the work, it’s better for the relationship. And there’s data to back that up: organizations that embed human-centered innovation into their process grow revenues nearly twice as fast and outperform competitors by 56% in shareholder returns (Gov Design Academy).

Turns out, when you make space for humanity, business thrives.

4

This Thing Won’t Sit Still
(So Don’t You Dare).

Think you’ve “figured out” AI? Check back in tomorrow, it’s already evolved. Tools change weekly. Capabilities shift. New models drop. Our biggest takeaway? Stay curious. Stay playful. Stay humble. Or in the language of Design Thinking: assume a beginner’s mindset. The question isn’t “How can I use AI?”—it’s “What does this version of AI do best right now for this problem?” We’re not just learning a tool. We’re learning a mindset and that mindset is constantly in beta.

The most effective teams we’ve seen and aspire to be aren’t just technically fluent. They’re perpetually curious. Willing to break their own patterns. Open to being wrong. That’s how we stay ready: by staying in beta.

And we’re not the only ones. A recent shift shows that 52% of AI transformations are now being led by cross-functional teams—not IT. New teams with varied disciplines are at the helm of how AI is shaping business design. The change isn’t happening to us. It’s happening through us.

5

It’s Brave Time.

There’s no perfect use case. No guaranteed ROI. But there is a momentum of change that’s undeniable. And change, paired with courage, is how breakthroughs happen. Adopting AI isn’t about being trendy. It’s about being ready for what’s next. Ready to rethink, remake, and reimagine what we do. Now is the time—for individuals, brands, and businesses—to be braver than ever.

Where We Go from Here

For us, AI isn’t just changing how we work. It’s changing what’s possible. It’s changing how we create and connect with clients, the heights our work can reach, and the problems we can solve. And while we’re just getting started, one thing is clear: the future of creativity isn’t about man or machine. It’s about the bold collaborations possible when we work together. Think more Wall-E and less Terminator.

Curious what brave looks like in your business? Let’s talk.