MOE MINKARA OF BUTLERS, CLIFF’S NOTES, AND ALL SEEING-EYES
Moe Minkara, Founder/Executive Creative Director of Mink and his take on AI.
Moe Minkara, Founder/Executive Creative Director of Mink, thinks of AI as “a modern-day butler. Just give your AI tool a quirky nickname, and ask away.” And like any butler, why be there if not to help out? For Minkara, “We use it daily. AI is an incredible tool for research - both verbal and visual - and has proven to cut down a massive amount of time spent on research, leaving us with more time to be creative and to dig for deeper human insights.” Well, if there are analogies, Minakara is on top of them: “In terms of a research tool, it is metaphorically the modern-day Cliff’s Notes.
As to whether AI is destined to replace humans, Minkara seems adamant: “AI has more answers than opinions. Clients are mainly interested in educated and Minkara struck gold as AI proved to be an exceptional fit for his client. Mink used AI to launch a campaign when AI first became a trend. Their client at the time, Step Conference, was launching an AI-themed tech event in Dubai. “So we thought, let’s have AI do the creative for us. It was f it for the purpose, but I personally do not think it would have worked outside this context. Empathy and emotional intelligence still lead our industry, in my opinion.”
Minkara actually had to dissuade clients from using AI at times. He explains, “Because I truly believe that without emotional intelligence, a brand can’t possibly resonate enough empathy and is destined to fail.” opinionated creative solutions to their business problems. These solutions often come by connecting the dots of past experiences in order to create new eureka moments.” Confronted with the idea that this might be the manifestation of George Orwell’s 1984 book, Minkara thinks holistically: “As a creative mind and soul, I do hope that my life learnings and experiences will still serve a purpose. Most copies of 1984 have an eye on the cover, symbolizing the surveillance aspect of technology. I don’t see eye to eye with any ideology that doesn’t allow the human creative mind to at least try to change the world.”
