# Keep AI out of the creative customers see

Markdown copy of https://realalpha.app/s/keep-ai-out-of-the-creative-customers-see/ on Real Alpha, the best minutes from long interviews with the people building AI. Cite and link the page, not this copy.

- Speaker: [Hector Serrano](https://realalpha.app/people/hector-serrano/) · Hector Serrano is Head of Content at Wispr Flow.
- Host: [Lenny Rachitsky](https://realalpha.app/people/lenny-rachitsky/) · Host, Lenny's Podcast · Spent seven years at Airbnb; his product newsletter has over 1M subscribers.
- Show: Lenny's Podcast
- Episode: [86 minutes of paid-UGC alpha | Hector Serrano (Wispr Flow)](https://realalpha.app/v/KzS5Qs7vSMg/), Nov 1, 2026
- Moment: 1:03:49 to 1:07:43 of the episode (4 min), playing on https://realalpha.app/s/keep-ai-out-of-the-creative-customers-see/; the episode from there: https://realalpha.app/v/KzS5Qs7vSMg/?t=3829

## Quote

> “that last um like 10 that's the most important **always has a human** on the endpoint”
> — [Hector Serrano](https://realalpha.app/people/hector-serrano/) at [1:06:21](https://realalpha.app/v/KzS5Qs7vSMg/?t=3981) · Lenny's Podcast

## Takeaways

1. AI-generated creative can feel off and damage brand trust.
2. Automate supporting work, but keep a human on final assets.
3. Quality and purpose help brands stand out amid content noise.

## About this segment

Hector Serrano argues that AI-generated ads can undermine trust, especially for an AI company, and that polished volume is less valuable than human-reviewed quality. A human should own the final output.

From “86 minutes of paid-UGC alpha | Hector Serrano (Wispr Flow)”, Nov 1, 2026. [Watch the full episode](https://realalpha.app/v/KzS5Qs7vSMg/)

## Transcript

Transcribed by machine (Whisper) from the episode’s audio, so a word may be off here and there.

[1:03:55](https://realalpha.app/v/KzS5Qs7vSMg/?t=3835) i'm realizing is i don't think we've once mentioned ai as part of this work That you do, which is really interesting, because it's, you know, it's all anyone talks about these days. And you actually had this tweet the other day, the best marketers are allergic to AI. Talk about just what you think with how AI plays into this and how AI should not play into this. I just think like overall, when you look at a lot of the work done, like even like looking at the top labs, like they are some of the people that have the most amount of humans actually working on a specific asset. And like maybe, yes, they have a lot of the research automated or a lot of different steps like internally automated.

[1:04:32](https://realalpha.app/v/KzS5Qs7vSMg/?t=3872) But the actual production of the asset, whether it comes to the video, the design in Figma, the editing, the post-production, et cetera, it's all done by teams of a lot of humans. And I think there's not going to be a real way to get around that, at least not anytime soon. And especially in the environment we're in now where a lot of people are very, I guess, turned off by AI and it can be a scary thing to talk about.

[1:04:57](https://realalpha.app/v/KzS5Qs7vSMg/?t=3897) If you're an AI company like Whisper, who in theory, we enable humans to do better work, we don't want to replace anyone's job, want to give them, I guess, the tools to be able to be more productive, to do more work and to sound more naturally and to sound like themselves more naturally. If we on the other side go out and start making AI slop ads and videos with AI influencers and I don't know, AI designs and AI statics, it's probably not going to be received really well.

[1:05:23](https://realalpha.app/v/KzS5Qs7vSMg/?t=3923) and it just it looks off and like when i say that i think it goes more towards not automating the work that's going to be the final product that people are looking at um because i think you see it a lot of times like it'll it'll end up blowing back on on the companies where whether it's like an animation that they made with claude or um some sort of asset that they made and maybe there's typos or maybe the writing is like all jumbled up like what happens when you do it with with open it with chat dbt or whatever um and yeah i think it's it's not worth it like the risk first reward is not worth it so the alpha what i'm hearing here is like don't use ai for this work yeah for for the final output especially on the creative side like what other people are going to see i don't think ai should should touch yet that is really interesting like you know people it feels

[1:06:10](https://realalpha.app/v/KzS5Qs7vSMg/?t=3970) like everyone's hearing lean into ai uh use it even uh even one of the most bullish people on guy that i know um matt who is now a victor or excited growth he has the most automations i've ever seen in the whole wide world but even then like that last um like 10 that's the most important always has a human on the endpoint because you can't sacrifice as a brand having something blow up because you had something screw up or come out wrong or or whatever and yeah i think with everyone i think with everyone also just shipping so much volume and like whether it be on x on linkedin on instagram on youtube like you're able now to make videos with cloud you're able to to have the edit of them you're able to make um what's it called you want to make like a doppelganger of yourself with ai and and all these different things and get content out faster

[1:07:02](https://realalpha.app/v/KzS5Qs7vSMg/?t=4022) and have these automations for tweets and have it like post news articles and whatever and retweet it in whatever way there's so much noise like you're saying that if you actually focus more on the quality and less on the quantity and less on building all these crazy automations and hitting volume for just hitting volume sake it gets so easy to cut through the noise and like if you actually have real value you package it well and you post like not a lot you post with with purpose and for actual reason um you can cut through really easily as a brand or as a company I think another good example of this is also today's YouTube channel.

[1:07:37](https://realalpha.app/v/KzS5Qs7vSMg/?t=4057) We started it around like, what, three months ago?