Taryn Crouthers — CEO, Big Spaceship
Published:
Whenever I think about AI and adding AI into anything, whether it’s the creative process or the process of how we make stuff, I always work with the team and with our partners and clients to figure out what is the intent behind the reason that we’re using AI in the first place… Is it to make better creative? Is it to make something cheaper? Is it to reduce production costs? Is it to reduce staffing costs? Is it to do some customization that you couldn’t do before using this technology? And depending on that response, of course, the outcome of how you recommend and implement that is infinitely different.
What does Taryn Crouthers say on The Agile Brand with Greg Kihlström?
Taryn Crouthers, CEO, Big Spaceship, says: Taryn Crouthers, CEO of Big Spaceship, discusses how brands should integrate generative AI by first defining clear intent, then using AI to augment rather than replace human expertise. The conversation covers practical applications—insight generation, faster high-fidelity storyboarding, and the need to rethink value and pricing—as well as new governance challenges like infinite edits and preserving strategic judgement in creative production.
From: The Agile Brand with Greg Kihlström
Cite as: Taryn Crouthers. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/taryn-crouthers-whenever-i-think-about-ai-and-adding-ai-into-anything-wheth