Stop Trying to Fool People: How Movers+Shakers Uses AI to Amplify Creativity, Not Replace It

Everyone wants viral AI content.

Most brands are doing it wrong.

On this episode of AI: Machine-Made Marketing, Jeff MacDonald, Director of Innovation and Technology at Movers+Shakers, joins us to unpack what separates AI gimmicks from true creative acceleration.

Jeff sits at the intersection of social-first storytelling and AI tool-building—helping one of the internet’s most viral agencies design systems that compress time without compromising taste. His take? AI shouldn’t be used to trick audiences or replace human instinct. It should function like special effects: enhancing the story, not pretending to be the story.