When the AI Bubble Will Burst for Creatives
In his recent article for WIRED, Brian Merchant argues that AI bubble will burst — sooner or later — and that artificial intelligence may be “the bubble to burst them all.”
Drawing on the work of economists Brent Goldfarb and David A. Kirsch, he outlines four signals that have defined every major tech bubble: uncertainty about real value, pure-play companies entirely dependent on the new technology, the rush of novice investors, and a powerful story of inevitability.
AI, Merchant notes, checks every box.
Valuations rise faster than profits, entire startups exist only because “AI” is in their name, and the narrative — that AI will transform everything — leaves little space for doubt or reflection.
What happens when the AI bubble will burst for creatives
If you work in branding, design, or art, this isn’t just financial analysis — it’s a mirror.
We’re surrounded by tools that promise to replace imagination instead of amplifying it.
But the essence of creativity remains authorship, not automation.
The real challenge is to use AI consciously: integrate it into your process without surrendering your intent.
When the AI bubble will burst, what will remain is not code, but vision.
Commentary by Sabino D’Argenio — Creative Director & Digital Strategist
Based on “AI Is the Bubble to Burst Them All” by Brian Merchant, WIRED (Oct 27 2025).