The Real Knowledge Base · from our own projects
How does your team keep assessing quality when AI takes over production?
Make a deliberate choice about which work people keep doing themselves. After all, you learn to judge by making things yourself. Let people develop concepts themselves. Also let them do parts of the execution, if they need that experience to spot mistakes. Pass on experience through real assignments. That way your team continues to decide what is good enough for your customer.
Why the question matters now
Creative professionals developed their judgement by producing a lot of work themselves. Every sketch, every version and every correction sharpened their judgement. If AI takes that over, part of that practice disappears. The result comes faster, but who still learns to see what is good? Over time your team may end up approving work it can no longer make itself. So look at which skills your team practises less.
Which work you keep doing yourself
Judging good work starts with developing ideas yourself. That is why at our company the creative director develops the first concept personally. AI then explores within that plan. Developing concepts alone is not enough. People who need to spot errors in production often have experience doing that work themselves. So let people keep doing parts of it, especially where mistakes are costly. Discuss with your team which practice is worth that time.
Learning on real assignments
Practise assessing the quality of work on real assignments. That is where your team learns what the work is really about and whether the system does it well. Experienced creative professionals often know how to judge work without having put that knowledge into words. To pass on that experience, their reasoning needs to become visible to the rest of the team. The rules of your brand itself are covered in How does your brand stay recognisable when your team creates content with AI?
Where it goes wrong
- Giving AI everything it can do. Then the work through which your team learned to see disappears.
- Only a final check by one experienced person. Then the rest do not learn to judge, and the judgement leaves with that person.
- Only developing concepts yourself. Decide which execution skills your team needs to practise to keep recognising mistakes.
- Practising separately from real assignments. Link exercises to the mistakes and choices your team comes across in assignments.
What this means for you
Which work people keep doing themselves depends on what your team can already do and which skills it lacks. The CID assessment shows which skills your team still needs. If you then choose a programme, your team contributes to real assignments. That is where your people practise assessing the result.
Frequently asked questions
Does doing some of the work yourself use up the time AI saves?
Part of it, deliberately. You choose which assignments stay human work, because your people learn there. Recurring work that offers no learning value goes to the machine.
Who judges the work?
Everyone who produces work practises judging. Do agree who has the final say for each type of assignment.
How do you know whether your team still judges well?
Look at mistakes that still reach your customer, and at what your customer reports back. Discuss where the judgement of your team and that outcome diverge. Regular spot checks help you see it in time.
Sources and accountability
- This article describes our own way of working, as set out on our CID page.
- We use it ourselves as well.
- Our advice on these trade-offs is based on this way of working.
- These sources give no measured result for how much better a team judges by working this way. That is why there is no figure here.
Are you unsure whether your team can still assess the quality of work produced with AI?
Tell us where your people get stuck. We discuss whether the assessment is a suitable first step.
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