The creative landscape is evolving at an unprecedented pace, and AI is at the center of this transformation. In a recent live conversation, Pactto’s founder, Demian Borba, sat down with creative director Wojtek Jezowski to explore the intersection of creativity and artificial intelligence. Their discussion shed light on the challenges and opportunities facing creators today.
Creativity in a Crowded Digital World
The digital space is more saturated than ever, making visibility one of the biggest challenges for creators. Jezowski, who has spent over 15 years in the creative industry, emphasized how difficult it is to stand out in a world where “everyone has a film camera in their pocket.” Social media platforms, particularly LinkedIn, have become essential for creatives looking to share their work and build meaningful connections.
But how can creators cut through the noise? According to Jezowski, it comes down to storytelling. “If you don’t know how to tell a story, whatever tool you use, AI, 3D animation, video, or puppets, it’s not going to cut it.” The ability to create an emotional connection remains paramount, regardless of technological advancements.
AI as a Creative Partner, Not a Replacement
One of the biggest fears among creatives today is that AI will replace human ingenuity. Demian and Wojtek explored this concern, with Wojtek highlighting that AI is currently limited to remixing existing ideas, existing “stats”. While AI tools can enhance ideation and streamline workflows, the initial spark of an idea remains uniquely human, at least for now.
“I use AI to brainstorm ideas,” Jezowski admitted. “Once in a while, something interesting comes up, but it’s still me deciding what’s valuable.” The real challenge, he noted, is not just generating ideas but curating and refining them, a skill that AI has yet to master.
The Changing Value of Creativity
The creative industry is seeing a shift in financial value from production to ideation. Tasks that once required teams of designers and editors are now being automated by AI. While this may threaten some jobs, it also places a premium on high-level creativity, strategy, and storytelling.
“The ones who will thrive are those who can articulate why something is good or bad,” Jezowski explained. “Taste and judgment are becoming more important than ever.” As AI continues to improve, creatives must adapt by developing skills in storytelling, brand strategy, and audience engagement.
Looking Ahead: Creativity in Five Years
When asked about the future of creativity, Jezowski predicted that AI tools would become more intuitive and accessible. Rather than relying on complex prompts, future AI systems may allow for more seamless, point-and-click creative workflows. However, he also warned against over-personalization in content creation. “Part of what makes movies and shows special is the shared experience. If everything is hyper-personalized, we lose that social connection.”
Advice for Creatives in the AI Era
For those feeling uncertain about AI’s role in the creative industry, Jezowski offered simple advice: experiment and stay informed.
“Don’t pretend AI isn’t there. Play with it. Pick one tool and see how it fits into your workflow,” he suggested. “At the same time, build your knowledge of art, storytelling, and history. AI can remix the past, but if you don’t know the past, you won’t know how to use it effectively.”
This conversation made one thing clear: AI is not the enemy of creativity. Instead, it is a tool that, when used wisely, can enhance human ingenuity rather than replace it. The key is to embrace change while staying true to the core principles of storytelling and artistic expression.
