The rapid pace of technological change can be daunting, but that’s all part of the excitement. We’re at a pivotal moment of opportunity where the lines between creators and makers are blurring.

Experimental AI tools make it easier to visualise ideas and transform concepts into reality. While the process isn’t perfect, this evolution allows us to bring ideas to life more efficiently and clearly.

The creative production process has always been complex: what’s written, what the client envisions, and the final production output often don’t align. AI enables us to manage expectations earlier, setting the stage for more precise creative direction and deliberate content creation decisions.

Ultimately, experimentation and innovation will transform how creators, makers and brands interact, bringing us all closer together.

The magic is in the idea

Even as AI advances, the magic still lies in the idea. Tools are meant to serve the vision and help align the concept, not vice versa.

Creativity thrives on experimentation and imperfections. Limitations and “happy mistakes” often lead to the most groundbreaking innovations: think traditional lens flares, cross-processing, textures and imperfections that feel human.

Embracing AI experimentation isn’t about seeking perfection but creating bold, authentic work.

When CGI was new, many feared it would ruin the industry. But it didn't ruin it; it changed it. The chaotic early days sparked some of the most inspired creativity.

Today, CGI and VFX are standard and essential parts of the process, no longer isolated but integrated seamlessly with live action. Success now depends on how well these mediums and new tech work together.

The new tools constantly being developed all have quirks, but in due course, they will allow everyone to take their content to the next level.

This will transform the relationship between creators, makers and brands for the better. Gone are the days of a linear process. Nowadays, anyone can visualise and create something (to an extent). And while the reality is that the majority of AI developed content may initially look bad, this will improve over time.

At the end of the day, AI is still an algorithm and formula. You can plug something in but unless you add that human touch, the outputs are going to appear standardised.

AI will enhance content, yes, but it’s got to be a human idea that shapes it, to make that output have the desired cut through.

Embrace imperfection

This is a pivotal moment for brands and makers to collaborate. Technology that enables creative exploration while fostering collaboration is fascinating.

In some ways, the line is blurring between brands and makers, with AI enabling creatives to visualise ideas a lot quicker than previously. You can now formulate an idea that is enhanced with something as simple as ChatGPT, plug an idea into a storyboard tool or even place everything into a visualisation tool to generate a video representation.

What used to take months and involve a production and post team can now take a matter of days, if not hours. And while these initial ideas will likely have holes in them, with the AI not working as fully intended, it allows the gap between a client and maker to lessen.

By experimenting with storyboards, concepts, and prototypes, we can challenge the boundaries of what's possible. Rather than being a distraction, these AI tools, despite still being in their early stages, empower creators to communicate their ideas more effectively through trial and error. As technology advances, embracing these tools will be essential for driving innovation and staying ahead in a landscape that is continuously evolving.

The beauty of it all... we can all use it. We ALL now have the power to help people see what’s in the mind’s eye.

Well, nearly.

Yes, it’s not perfect, but it certainly gives us an edge: a shorthand without being hindered by heavy pipelines and multiple skill sets, which take time and cost money to ‘see’ the vision.

Ultimately, that’s the joy of working in the creative sector. The whole point of creativity is experimentation and imperfection. And the fun lies in solving the challenges where you have a project or idea that doesn’t look quite right or isn’t the right fit.

Therefore, as creatives, we should all be excited as the more work we put into working with AI now, the less likely imperfections will occur over the long run. It’s this evolution of imperfect AI that will bring creators, makers and brands all together.

Brands will eventually come in having written their own scripts and devising their own creative concepts. As their knowledge of AI improves, they are going to get better and better at communicating what they want from creators and makers.

And it’s up to us to find the solutions, using experimentation and innovation.