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It's been a very hard year
I truly empathize with the pain conveyed in this article, and I understand why, at times, it is worth going against the grain. However, sadly, I do not believe the AI disruption will fade away like the Metaverse or the crypto hype did.
"Why am I writing this? All of the above has had a really negative effect on us this year. Landing projects for Set Studio has been extremely difficult, especially as we won't work on product marketing for AI stuff, from a moral standpoint, but the vast majority of enquiries have been for exactly that. Our reputation is everything, so being associated with that technology as it increasingly shows us what it really is, would be a terrible move for the long term. I wouldn't personally be able to sleep knowing I've contributed to all of that, too."