Benjamin Thomas, Senior Art Director at JWI shares his thoughts on the impact of AI on creativity.
AI has been the industry’s hot topic for a while now, sparking debates on whether it’s good or bad, if it will steal our jobs, or replace the need for creatives altogether.
But here’s the thing: these conversations miss the point entirely. They treat AI like it’s some sort of autonomous being, a competitive threat rather than what it actually is – an incredibly powerful tool. And like any tool, AI is only as effective as the hands that use it.
AI is not easy to master – and that’s where creatives come In
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