Episode 2: In Defence of Friction - The Shift

What this episode covers

In this second episode of The Shift, Jesse and Ben explore a question that cuts right to the heart of creativity in the AI era: is friction actually good for us? As AI gets better at turning ideas into finished products almost instantly, they dig into why the struggle, the constraints, the messy middle bit, might hold some value. They also get into how consumer taste is shifting, why authenticity is becoming the new premium, and what brands need to do to stay relevant as the ability to create gets democratised. Hosted on Acast. See acast.com/privacy for more information.

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Frequently Asked Questions

How long is this episode of The Shift?

This episode is 20 minutes long.

When was this The Shift episode published?

This episode was published on April 30, 2026.

What is this episode about?

In this second episode of The Shift, Jesse and Ben explore a question that cuts right to the heart of creativity in the AI era: is friction actually good for us? As AI gets better at turning ideas into finished products almost instantly, they dig...

Can I download this The Shift episode?

Yes, you can download this episode by clicking the download button on the episode player, or subscribe to the podcast in your preferred podcast app for automatic downloads.