For most creative professionals, the process of giving feedback on creative artifacts can create a ton of frustration. Have you ever said “That is not what I meant!” ? If yes, you are not alone.
Typing out comments, switching between tools, and ensuring clarity can disrupt the creative flow. But what if there was a way to make feedback faster, clearer, and more actionable?
In a recent conversation, Demian Borba, founder of Pactto (www.pactto.com), and Nei Caetano, an Art Director and Creative Director with over 20 years of experience in advertising, shared how AI and tools like Pactto are transforming the entire creative process. Here’s a breakdown of their insights.
The Feedback Problem
Demian highlighted the inefficiencies of traditional feedback methods. Constantly typing out comments across multiple devices and tools not only takes time but also pulls creatives away from their core work. This repetitive process often leads to frustration and delays.
Pactto addresses this challenge by allowing users to record video feedback instantly. Instead of typing, users can visually mark up content—whether it’s a video, website, image, or 3D file—and send a link with clear action items. This approach not only saves time but also ensures that feedback is more engaging and easier to understand.
AI as a Creative Partner
Nei shared how AI tools like ChatGPT, MidJourney, and Runway have become essential to his creative process. He uses AI as a “copilot” to prototype ideas faster and explore new creative directions. For example, when working on a project set in medieval Japan, he used ChatGPT to quickly immerse himself in the era’s context—learning about samurai, ninjas, and the cultural nuances of the time.
While AI excels at execution and organization, Nei emphasized that the initial spark of creativity—the idea itself—remains uniquely human. AI enhances creativity by helping bring those ideas to life, whether through generating visuals, editing videos, or even creating album covers for music projects.
A New Creative Process
The creative process is evolving from a linear workflow to a more iterative, dynamic approach. Demian compared it to sculpting: instead of building something step-by-step, users can now start with a rough idea and refine it in real-time. Tools like Pactto and AI enable this by allowing users to stay in the flow, iterating quickly without breaking their momentum.
For instance, Nei described how he uses AI to break down complex tasks. If an image isn’t working, he’ll separate the background and foreground, using Photoshop or AI tools to refine each part individually. This mix of traditional and modern techniques allows for faster experimentation and better results.
Why Users Should Embrace AI
For those hesitant about AI, Nei offered a reassuring perspective. He acknowledged the fear of AI replacing creative jobs but stressed that, for now, AI is more of a collaborator than a competitor. It’s a tool that can handle repetitive tasks, freeing up users to focus on the big picture.
He also pointed out that AI can be particularly helpful for junior users. Instead of spending time on mechanical tasks like resizing images or formatting text, they can focus on research, strategy, and generating insights—areas where human creativity shines.
The Future of Creativity
AI and tools like Pactto are transforming the creative industry, making feedback faster, collaboration smoother, and ideas more dynamic. As Nei put it, AI is like a copilot—it doesn’t replace creativity but amplifies it. By embracing these tools, users can unlock new levels of efficiency and innovation while keeping the human touch at the core of their work.
For those ready to stay ahead, now’s the time to explore how AI and tools like Pactto can elevate your creative process.
The Creative Edge: Embracing the Future
AI and tools like Pactto are reshaping the creative landscape, making feedback faster, collaboration seamless, and ideas more dynamic. By integrating AI as a copilot, users can focus on what truly matters—bringing their unique visions to life. The future of creativity isn’t about replacing human ingenuity; it’s about enhancing it. For those ready to innovate, the tools are here—time to embrace the possibilities.
Fun experiment: we used notebooklm.google.com to create a podcast about our live stream.
Check it out!
