"It’s a takedown of the AI bros owning the narrative in our daily feed": creative director Guus ter Beek on his satirical game ChadGPT

You're right about the suffering. After years of wading through LinkedIn's tidal wave of AI-generated slop, I finally decided to make a game about it. One that pokes fun at the vacuous waffle flooding professional feeds. AI bros, growth hackers, rage-baiters, slop merchants. In short, Chads.

It’s not a takedown of AI itself, but of the chads owning the narrative in our daily feed. I would love to see more discerning voices, original thinkers who know how to wield AI to make great commercial work. Right now, they’re buried under listicles and motivational platitudes. Yet I’ve also seen a new generation of creatives dive in and adapt fast.


The pressure is on everywhere you look. Right now, AI is only as smart as the person using it. What happens when it surpasses us (super intelligence)? Even Silicon Valley doesn’t have that answer yet.

Both co-exist. Agencies must avoid the pitfalls we’re seeing emerge now, a race to the bottom and mindlessly leaning on AI to slash costs and crank out lower‑grade work. Things are changing rapidly.

But, for a taste of what a human and AI partnership can achieve, I recently got inspired by SuperHeroes agency. In a film "It's gonna be a good good summer" for Lenovo, filmmaker and artist Paul Trillo transports us with a dreamlike spectacle in the clouds.

Trillo filmed Emmy award-winning movement designer HOK and dancer Erica Klein. They’ve used actual human input for training to create something wonderful, using AI as a co‑creator rather than a gimmick.

I’ve jumped on the vibe‑coding trend, transforming concepts into prototypes without writing a single line of JavaScript. Suddenly, technical abilities aren’t a barrier to selling impactful ideas to clients. 


It hugely benefits my workflow, AI handles structure, deep research, and data crunching, but it still misses the cultural nuance, real emotion, taste. It doesn’t instinctively know when something feels off, or when a detail could elevate the work from good to unforgettable. That still requires human instinct.

A quick scan of my subscriptions shows I’m juggling 10+ AI services. I need an AI assistant just to remember them all…








In terms of the fears and impacts on jobs, I see three things happening. First, yes, jobs are being cut, especially routine work. Second, AI frees us from repetitive tasks, and those who can direct it well will thrive. Third, there's a risk of creative sameness if everyone leans on the same tools without taste or intention. This we've seen happen already with many trends recently.

I sit somewhere in between, hopeful that with skepticism, creativity, and an eye for what truly adds value, we can use AI to elevate our ideas rather than plunge into the slop.