The
Stupid
Report
An unscientific study of human intelligence and why stupidity might be a superpower.

Stupidity for Dummies
Hello Stupid
The tension between human and artificial intelligence is everywhere. Every day brings a new development, and we’re constantly trying to make sense of a dizzying conversation that asks us to see AI as either a tool or a threat to human thinking, creativity and even existence. From Pope Leo’s warning about AI to A24’s partnership with Google’s DeepMind, from surveillance repackaged as a chic accessory to AI products becoming extensions of our bodies, it’s a vast and tangled subject to navigate.
There are countless ways to explore this unprecedented and evolving relationship between humans and machines, and what it means for our intelligence. But we think a lot of these conversations have overlooked the other side of the coin: how the meaning – and value – of stupidity changes as AI advances and becomes more deeply embedded in everyday life.
Maybe stupidity isn’t something to fear. In an age saturated with information, perhaps there’s something valuable about not knowing. About not having an answer for everything, but asking better questions instead. About embracing ambiguity and nuance rather than defaulting to rigid, logical thinking. As the American actor and director John Waters put it, "Sometimes, stupid and cute are enough."
Disclaimer: No AI was used to produce any of the writing or design in this report. As such, you might find the odd typo, grammatical error or misalignment here and there. As we noted last year, when polished AI prose is only a prompt away, typos become a subtle and valuable indicator of humanity. We'll soon be charging extra for them.

Are You Stupid?
Ten questions. No right answers. A brain diagram, tinted to your particular flavour of thinking.
Get the Stupid Cheat Sheet or book a 45-minute Debrief with a Protein AGENCY strategist.
Be More Stupid
Culturally sticky brands recognise that stupidity is a smart strategy. They ask questions they don’t have answers to. They create experiences that invite spontaneity and leave room for mess. They trust instinct over focus groups and embrace chaos over control. SO WHAT KIND OF STUPID ARE YOU SMART ENOUGH TO BE? Add your details below to request the one page cheat sheet with the four strategies and 12 tactics to help your brand outsmart AI and/or book a Stupid Debrief with a Protein AGENCY strategist who will unpack the report for your team: