In a new world of almost infinite possibilities, our designer Zack Travis believes that curation will lead creation.
Sure, it’s fun to instantaneously create a panda / rhino hybrid made of pizza that walks on two legs, but as the novelty of being able to create anything fades, the real question emerges: What value does this bring? In an already noisy world, AI risks adding distractions unless used thoughtfully. It has the power to strip away humanity or amplify it, depending on how it’s wielded.
For instance, The Coca-Cola Company's latest commercial attempted to appeal to our nostalgia, but it lacked story and the AI-generated images fell flat, getting criticized as “soulless” and “devoid of creativity.” In contrast, Tool of North America’s experimental spot for Land Rover blends live action with AI generated nature shots showcased how to leverage AI’s strengths and avoid its weaknesses, to create a compelling story and cost-effective outcome that holds up to production standards.
AI is a tool (a powerful one) but simply knowing the tools isn’t enough—a dishwasher might get your clothes relatively clean, but good luck wearing them afterward. As creatives, it’s our responsibility to navigate the landscape with direction by continually evaluating AI’s strengths and limitations, and focusing on its ability to enhance, not replace, human insight. The real challenge will shift from creating for its own sake, to leveraging it with intent—asking not just what we can create with AI but why and how it benefits the final outcome. By doing so, we can move beyond the hype to create real value, solve necessary problems, and tell impactful stories.
What examples have you seen where AI either helped or hurt creativity?