The creative world is evolving fast, and artificial intelligence is at the heart of the transformation. In a recent live conversation, Demian Borba sat down with Adhemas Batista, renowned Brazilian designer and creative director, to discuss how AI is reshaping creativity, workflows, and the industry itself.
The Evolution of a Creative Mind
Adhemas’ journey started in the early days of the internet, building websites and experimenting with design long before YouTube tutorials made learning more accessible. Self-taught and deeply immersed in the advertising world, he made a name for himself with vibrant, bold work, particularly through projects like Havaianas, which propelled his career internationally. Today, as a design lead at Deutsch, he oversees a team crafting campaigns for major brands like Walmart, Taco Bell, and Verizon.
AI as a Creative Partner, Not a Replacement
At Pactto, we believe that creativity is uniquely human, the spark that drives innovation and originality. Adhemas agrees that AI is a tool, not a replacement. While AI can accelerate workflows, generate assets, and assist in brainstorming, it lacks the ability to create the fundamental spark of an idea. “I didn’t go to school to learn Photoshop,” Adhemas recalls, emphasizing that creative thinking isn’t about the tools but about how they are used.
AI’s Role in the Creative Process
Adhemas integrates AI into his daily workflow in several ways:
- Efficiency Boost: AI replaces time-consuming tasks like searching for stock images by generating tailored visuals instantly.
- Coding Assistance: AI helps with creative coding, allowing designers to explore computational design without deep programming knowledge.
- Writing & Ideation: AI refines copy, generates concept variations, and acts as a brainstorming partner.
However, he stresses that AI is an enhancer, not a shortcut. “It’s about iteration, giving direction, refining results, and expanding ideas, not just taking the first AI-generated output.”
The Future of Creativity & AI
Looking ahead, Adhemas predicts that AI will shift focus away from production and toward ideation. Brands will create hyper-personalized experiences, dynamically generating content at runtime rather than relying on pre-made assets. While this offers exciting possibilities, it also raises questions about maintaining human connection in an increasingly automated space.
For creatives hesitant about AI, his advice is simple: face it head-on. “You can’t fear what you don’t understand,” he says. The key is to learn, adapt, and use AI as an advantage rather than resisting the inevitable shift.
Final Thoughts
The conversation with Adhemas reaffirmed a core belief at Pactto: the future of creativity isn’t about AI taking over, it’s about humans using AI to push creative boundaries further than ever before. As AI reshapes workflows, those who embrace and master it will define the next era of design and innovation. Follow Adhemas’ work at adhemas.com and stay tuned for more conversations on the intersection of creativity and technology here at Pactto.
