Creativity in the Age of AI: Surfing the Right Wave

As artificial intelligence (AI) continues to revolutionize industries, from business to the arts, one crucial question arises for me: What role does human creativity play in this new landscape?

With AI tools capable of generating everything from images to strategies, one might think that creativity is losing its significance. But...

Last week, I had the privilege of running one of my photography workshops with ten participants from the USA and Europe, who traveled to Nazaré, Portugal, specifically for this experience. During this workshop, I realized why creativity is not just important—it’s essential, especially in a world increasingly shaped by AI. Nazaré is world-famous for its gigantic waves, a magnet for adventurous surfers and photographers alike.

Creativity was a central part of the workshop, but the main goal was to capture the raw power of these record-breaking waves. Yet, as is often the case with nature, the conditions didn’t meet our expectations.

The giant walls of water we had hoped for didn’t materialize. Instead, we were greeted by smaller, more modest waves—though in Nazaré, that still means waves 4 to 6 meters high.

At first, this felt like a setback. But as the days went on, something remarkable happened: The group began to embrace the unexpected.

We turned our attention to the breathtaking light dancing on the water, the textures and patterns of the waves that were there, and the quiet beauty of the surrounding coves and beaches.

The photos that emerged were stunning—not because they captured what we had originally planned, but because they reflected the creative vision and adaptability of each individual. This experience serves as a powerful reminder that creativity thrives in the unpredictable.

It’s not about having perfect conditions or the most advanced tools. It’s about how we interpret the world, how we adapt to challenges, and how we use our unique perspective to create something meaningful.

This is where, I am convinced, creativity becomes indispensable in the age of AI. While AI tools can automate tasks, analyze data, and even mimic human artistry, they cannot replace the distinctly human ability to find beauty in imperfection, innovate under constraints, or tell a story that resonates on a deeper emotional level.

Creativity is what defines us—the spark that turns raw materials into art, ideas into innovation, and challenges into opportunities. For leaders navigating this rapidly changing world, fostering creativity within your teams is no longer optional—it’s a competitive advantage.

For amateur photographers or anyone pursuing a creative passion, this holds true: Your unique perspective is your strength. The tools—like cameras and lenses—may continue to evolve, but the value of your creativity endures and will only grow in importance.

For those who want to nurture their creativity in a group setting, we’re organizing the following workshops in the coming months:

• Venice: January 16–19, 2025 – The Secrets of Venice
• Nazaré: February 27–March 2, 2025 – The Atlantic Coast and It’s Waves
• Engadin: March 7–9, 2025 – High Alpine Photography Retreat on the Diavolezza

Link to the Workshops

Quotes from Participants:

Hans Grüter

“Over the past week, I kept thinking about the workshop in Nazaré, and the more I reflect on it, the more valuable I find it – truly amazing. Thank you!”

Angelika

“The workshop didn’t need gigantic waves to leave a lasting impression. Thank you, Jürg, for bringing your wealth of experience, gathering the right professionals on-site, and sharing your excellent expertise with us with so much enthusiasm. I believe all participants gained extraordinary insights, had a lot of fun, and learned so much. I am very happy to have taken part in your workshop and to have met so many new and interesting people.”