This essay is based on a conversation with Komal Amin, 39, head of growth and marketing at London-based Mighty Bear Games. Her employment has been verified by Business Insider. This piece has been edited for length and clarity.
I'm more creative than technical, so joining Mighty Bear Games, an independent game studio that is mandating AI company-wide starting in 2022, was daunting.
Now, 20 months after joining the company in March 2024, we use AI constantly, both inside and outside of work, from aggregating news to sending invoices to planning dates.
The mission is In this case, employees would have to generate half of their output using AI tools. I was encouraged to find smart ways to focus less on tasks I didn't want to do and more time to be creative.
The pandemic ended my acting career, but I became a marketer.
I've wanted to be an actor ever since I joined a local theater company as a child. Acting has been a great way for me to express myself creatively. I went to drama school and acted in theater, film, and television for 10 years.
I found another job to pay the bills between jobs. I started by providing marketing and social media support to theaters and small theater companies.
Then COVID-19 hit and I suddenly had a lot of time on my hands, so I decided to use that time to learn about cryptocurrencies and NFTs. I fell in love with the idea of crypto games (games using blockchain technology) and started creating content around it.
I met Simon Davis, co-founder of Mighty Bear Games, through an investor I knew. Simon said the company uses AI to optimize the gaming experience and speed up content creation. On Telegram, play games such as solitaire, tower defense games, and games where you can win prizes.
I liked the sound of that and joined the company in 2024 as Head of Growth, with the goal of finding users, launching tokens, and improving marketing.
Introduction of AI was scary at first
When I first discovered AI content generation tools before ChatGPT was released, I felt like I discovered a magical world.
It was exciting to join a company where the use of AI is mandatory. I've always loved being at the forefront of technology. However, it was also scary for those without technical knowledge. I tried learning to code twice before, but quickly got bored.
When I first started working, I remember hearing about Claude Code, an AI-powered coding assistant that resides in your computer's command line window. It looked difficult, but Simon helped me set it up and explained how it worked. I needed that push to start using it.
I think the turning point was when I saw people at my company doing amazing things with AI and realized I could do it too. It inspired me to do more research. For example, I discovered Lindy, which allows you to automate your workflow using plain English.
I started thinking about AI as a way to solve some of the pain points in my work.
Komal Amin (left) with his team at Mighty Bear Games. Courtesy of Komal Amin
Automate boring tasks like invoicing
One of my big pain points was boring tasks like sending monthly reports and invoices. We automated these tasks with the help of Lindy's AI agent. This allowed us to focus less on rote, process-driven tasks and spend more time on market research by seeing what people were sharing on X and TikTok.
We also saved at least an hour per day by automating our daily scan of the most influential news related to the gaming industry, AI, and Telegram channel. This news aggregator summarizes the information, gives it a title, provides source links, and places it in a dedicated Telegram channel.
My “Sentiment Scraper”, on the other hand, was born out of an attempt to get more people to join Telegram by understanding their sentiments about Telegram and whether they know it can be used not only for chat but also for games and mini-apps.
Scrape TikTok to find all posts on Telegram from the past year, capture and transcribe the content, and send the data to Google Sheets.
Previously, interns would scroll through TikTok and rate it, but this is a way to quickly extract high-level themes using AI tools. This allows my team to focus on the next big thing instead of worrying about small, tedious tasks.
There are downsides to AI, but I'm optimistic
I use a variety of AI tools, from Lindy to Claude Code to ChatGPT. It turns out that AI isn't better at everything. It can cause hallucinations, and of course there's a lot of hype about how it takes away our jobs. It would be naive to say I'm not worried about jobs like mine being taken away.
Still, I'm cautiously optimistic. The job requires a great deal of knowledge and requires experts from all industries. In my line of work, I use AI to create memes, but if I don't spend time on the source content, how do I know the meme is funny?
Rather than using ChatGPT to generate ideas, I think it's better to do your own research and come to ChatGPT with specific questions. Don't completely stop using your brain and outsource things completely.
For example, if I want to write something on my blog, I'll do a mind dump and ask the AI to organize my thoughts while preserving the essence of my writing, even though I know my grammar and syntax is terrible.
Outside of work, you might also use ChatGPT to get stock trading advice or plan a date with your partner. If you ask for fun and romantic things to do in London, they'll suggest something alcohol-free or something more sporty and ask again. We really like it and it worked well for us.
Using AI adds more time to your day
Now, thanks to AI, we have more time in the day to follow down the rabbit hole of our choosing.
I'm always trying out new tools. The 20 or so failed experiments remind us that the power of AI still has its limits. There are still many advances in AI.
You need to know what guardrails you need, but the output still needs to be reliable. But ultimately, that assignment freed up more time for me to be creative.
