The goal is not less AI,
but better use of it,
so speed and scale
do not come at the cost of meaning.
I didn’t study this
as a concept,
I lived it.
I grew up between two worlds. My brother built the mechanics. I designed the worlds they lived in. Raised by a psychiatrist, trained in advertising and sociology. The question of how people think, feel, and make meaning has always been the thread.
For 15 years, I led award-winning creative work at FCB, BBDO, Pereira & O'Dell, and TBWA\CHIAT\DAY, on brands like Gatorade, Gates Foundation, StubHub, Havaianas, New Era, and Intel, among others. The work earned over 25 awards, including Cannes Lions, Clios, and One Show Pencils.
I now work at that same intersection as a practice. AI is embedded in creative systems. The question is no longer whether to use it. It's whether the work still carries judgment, taste, and meaning when it comes out the other side.
That's what ingrain exists to protect.
Leila Moussaoui
Founder
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