In a world obsessed with 'Generate', the real value lies in 'Direct'. The current discourse surrounding Artificial Intelligence often falls into two extremes: apocalyptic fear or blind automation. But for those of us working at the intersection of high-end motion and 3D, the reality is far more nuanced.
AI isn't the artist; it’s the most sophisticated brush we’ve ever held—but a brush without a hand is just a stick. The current flood of generic, AI-generated work lacks a soul because it operates on probability, not purpose. True design is born from intentionality.
The real value in the future of design isn't just making things faster, it's making them deeper. For brands like Apple or Nike, consistency is the only metric that matters. Beyond 'Good Enough' is where true craft lives.
Don't ignore the machine, but never let it drive. The goal isn't to work faster; it's to work deeper.
I treat AI as a high-velocity catalyst. It’s perfect for concept iteration and technical optimization—tasks that used to be 'janitorial' work. But while it's a powerful tool for ideation, it remains a secondary player in production. High-end brands demand a cohesive visual system that survives 1,000 iterations.