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Hey - it's Monday.

Woke up to 47 messages about ChatGPT's new image creation last week, figured we’d talk about it. Everyone's losing their minds. Meanwhile, I'm here sipping tea, watching the chaos.

My entire timeline is now filled with people posting AI-generated "Studio Ghibli versions" of themselves.

As an animation student…. “Look how they massacred my boy”.

Miyazaki somewhere in Japan, peacefully unaware his style is being copied a million times by people who can't draw a stick figure.

Some thoughts...

When The Algorithm Burns, Bring Marshmallows

Every few months, the internet has a collective meltdown.

A new AI drops.

An algorithm changes.

A platform pivots.

And suddenly everyone's running around like their hair's on fire.

Here's what I've learned after seven years of this:

The people who freak out get burned.

The people who stay calm roast marshmallows.

The ChatGPT Image Creation Frenzy

So ChatGPT can make super realistic images now. Or should I say, on theme images.

And the "death of" headlines are already flooding in:

"The death of graphic design!"
"The end of photography as we know it!"
"Stock photo sites are FINISHED!" (Honestly, I wouldn’t be too sad about this one, ngl)

Checks notes to see what else has died recently

Oh right: SEO. Facebook ads. Content marketing. Email. Landing pages. Copywriting.

All apparently deceased according to the panic merchants.

Yet somehow still making people money every day. Weird.

Here's my take: it's both less and more significant than people think.

Less significant because: We've had image generation for years. This is an iteration, not a revolution.

More significant because: The barrier to entry just vanished. Everyone who can type can now make photorealistic images.

But here's the thing about these moments:

While everyone's screaming about what this means for the future, they're missing what it means for the now.

This Is What Adaptation Actually Looks Like

My content strategy has changed 12 times in the last 4 years.

Not because I'm indecisive.

Because that's what adaptation looks like.

Remember when:

• Twitter threads were the holy grail (2020)
• LinkedIn carousels were unstoppable (2021) How do you think I got 35k followers?
• Text-to-image was going to kill all artists (2022)
• ChatGPT was going to replace all writers (2023)
• AI agents were going to destroy all jobs (2024)

The doomers were wrong every time.

Not because the technology wasn't powerful.

But because they underestimated humans' ability to adapt.

The Power of a Calm Mind in Chaotic Times

When ChatGPT first launched, I watched two types of creators:

Group 1: "AI IS GOING TO STEAL OUR JOBS! THE END IS NEAR!"

Group 2: "Interesting. Let me play with this and see how I can use it."

Guess which group is thriving now?

The second group took a week to experiment, found ways to 10x their output, and turned a threat into an advantage.

The first group is still making "AI WILL DESTROY US" content. And falling behind.

The Three-Step Process for Algorithm Calmness

Over the years, I've developed a system for these moments:

Step 1: Watch, don't react (24-48 hours)

When everyone's screaming, just observe. Most hot takes in the first 48 hours are wrong. Let others make the mistakes.

Step 2: Small experiments, not big pivots (next 2 weeks)

Try the new thing in small, low-risk ways. Don't overhaul your entire strategy based on a week of data.

Just play. Have fun with it. Make a habit of having fun with it.

Step 3: Integrate, don't abandon (next month)

Take what works, leave what doesn't. Evolution beats revolution every time.

This approach has saved me countless hours of panic and helped me spot real opportunities while others were busy dooming.

Practical Ways to Use ChatGPT's Image Creation Today

While everyone's busy writing obituaries for creative professions, I've been playing with the new image features.

Here's how I'm actually using it:

• For quick concept visualization (before hiring a real designer)
• I make small react projects in Claude to prove an idea before I waste my dev’s time
• To create unique featured images for blog posts (instead of the same tired stock photos)
• For social media graphics that don't look AI-generated (the irony)
• To test visual marketing concepts before committing budget

It's a tool, not a replacement.

The best creators will use AI to handle the grunt work and focus their human creativity on the parts that actually matter.

Just like writers who use ChatGPT to draft and then add their voice on top.

Just like marketers who use AI for research but human insight for strategy.

The people who will suffer are those who only brought technical skills to the table.

The people who will thrive are those who bring taste, judgment, and creative direction.

So When The Algorithm Burns...

Bring marshmallows.

Watch what's happening without reacting immediately.

Run small experiments to understand the change.

Find the opportunity that others miss while they're busy panicking.

Next Monday I'll share the exact system I use to evaluate new tools (with a specific breakdown of how I'm using ChatGPT's image creator to enhance my workflow).

Until then, stay calm when others aren't. It's your competitive advantage.

✌️ Tim "This Is Fine" Hanson
CMO @Penfriend.ai

P.S. What's your approach to chaotic content changes? Hit reply and let me know if you're a doomer, a boomer, or a zoomer through these transitions. I read every response.

P.P.S You all asked for it. Tomorrow is my full breakdown on how I do technical audits. Everything. It’s going to be my biggest giveaway on the newsletter so far. To the point that I will sell it in the future.

BUT YOU ASKED, AND AS SUCH YOU SHALL GET.