AI is being used to streamline workflows in advertising, design and film, but human creativity remains at the centre of the process.GETTY IMAGES
Artificial intelligence is reshaping traditional creative industries. What used to be the elephant in the room is now the new normal, yet across creative fields in particular, the tension between human ingenuity and machine efficiency remains unresolved.
For Paulo Salomao, founder and chief executive officer of Toronto-based advertising agency King Ursa, AI is less an intruder than a creative partner. An early adopter and self-described tech enthusiast, he implemented an in-house large language model called Mirror – a secure, custom knowledge base that helps his team draft briefs, generate outputs and explore ideas.
“The definition now, I think, includes not only what you can imagine, but also how you can collaborate with technology to amplify your own imagination,” he says.
Efficiency is one of the clearest benefits. “We’re able to decrease the immense time required to develop and validate both brand communications and creative strategies,” Salomao says. “Now, instead of weeks, it takes us days to find and apply the data proof to the creative solutions we’re working on.”
Yet, across creative industries, the role of AI as a true collaborator is still being negotiated. While many practitioners use it to save time or automate routine tasks, questions remain about where machines enhance creativity – and where only human judgment can deliver the spark.
Illustrator, designer and professor at Sheridan College Marco Cibola uses AI like an assistant, delegating tasks such as drafting briefs, writing emails and gathering research. But he draws a hard line when it comes to his creative process, which he deliberately keeps slow and hands-on.
“I don’t want to use it to draw sketches for me,” he says. “I like drawing. I think while I’m drawing and I work out problems while I’m drawing. And I’d much rather draw than prompt.”
The tension is just as pronounced in film. Todd Brown, former head of international acquisitions at XYZ Films, notes that while AI is widely used by visual effects companies to automate repetitive pre- and post-production tasks, it cannot replicate the lived experience required to convey a unique point of view.
“Producing the best stuff and communicating a distinct perspective are non-negotiable,” he says.
Even so, AI can complement human effort without replacing it. Brown points to Flawless, a company using AI to assist with visual dubbing. Rather than relying on AI-generated voices, the company works with performers to capture the emotion and nuance of delivery, then uses AI to re-lip-sync on-screen mouths. The result preserves human performance while making content accessible to wider audiences.
Technology has long expanded creative possibilities. Smartphones, free professional-grade editing software and advanced visual effects programs have democratized filmmaking.
“These people who are enormous talents don’t need to wait for some suit to say yes,” Brown says. “They can just start doing it.”
His reflection raises a larger question: could AI, much like the technologies that came before it, prove to be a creative enabler rather than the cause of its undoing? The answer may depend on how it’s used. Where some see intrusion, others see acceleration or collaboration.
Salomao’s experience suggests a middle path. AI can act as an extension of human imagination – a tool to explore ideas, test concepts and enhance efficiency – while the final creative judgment remains firmly human.
“AI may be the ultimate prediction machine,” he says. “But its real power lies in complementing human judgment – broadening possibilities without replacing the human spark.”
