What Humans will Do with AI?

Agentic AI Systems are not a full replacement for UA and Game teams

Right now agentic AI systems are not a full replacement for humans.

At Sett, we're not building a system that replaces humans, but we're building a system that elevates previous roles that included repetitive and boring work for most of the day. Elevate them to strategic thinkers with taste.

Which is exactly where AI systems still need human guidance. Humans with taste, experience, and intuition to perform the type of qualitative analysis that AI systems can still struggle with.

Active Collaboration of UA, Creative, and AI

We believe that the best Agentic AI systems will proactively seek collaboration and initiate it with the humans that manage them.

For example, when the system is forming hypotheses to test out in the next round of UA Creative production it could ask its human manager for some guidance or qualitative analysis on a creative direction it has.

It could find itself in an ambiguous line of thinking and ask for human taste to lead it in the right direction.

On the other hand, it can seek approvals where they matter in crucial decision points in which humans can, for example, re-route the next week's creative work in a completely different direction if new information comes to light (for example focusing next month on a big influencer campaign).

We see this as a true autonomous teammate that you control, not give up agency completely to.

This actually gives rise to a new era for UA and creative professionals, an era in which their impact is not limited to slow and manual processes and they can unleash their expertise to be way more impactful and win more often.

What would you do if you could explore intelligently all the ideas you have for winning creatives? Your competitors, new mechanics, new level ideas, new narratives?