‘We must be cautious about letting machines take over our creative processes’ – Philip Hunt, Studio AKA

Toronto – June 18, 2024

BAFTA, Emmy-winning and Oscar-nominated creative director of Studio AKA, Philip Hunt has said that while AI tools can help expedite the creative process, true artistry requires human touch and intentionality.

Speaking at Collision in Toronto, Philip warned against over-reliance on AI and said he is seeing its impact on his core business: 

“Jeff Goldblum’s character in Jurassic Park said it best – ‘You were so caught up in thinking, can we do this? You never stopped to think, should we do this?’  …We’ve noticed that our commercials and commissioned work has started to shrink. It’s going elsewhere, often replaced by people preferring to do this work themselves using some of the new tools and technologies out there.”

Philip’s comments highlight the critical juncture where AI is increasingly encroaching on creative roles.

But, he acknowledged the positive aspects of AI: “These new technologies allow us to tackle projects that were previously too expensive or time-consuming.”

And Philip warned those in the industry against prioritizing speed over quality: “Great work often needs time to simmer…Sometimes a project needs to marinate for years and go through iterations to get to something good. I’m not always sure that faster equals better.” 

Philip’s comments were made as part of a wider discussion on the reliance of AI at Collision, which is returning to Toronto for its sixth year. Global founders, CEOs, investors and members of the media have come to the city to make deals and experience North America’s thriving tech ecosystem.

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Useful links

Collision website: https://collisionconf.com/ 
Collision media kit: https://collisionconf.com/media/media-kit  
Collision images: https://flickr.com/photos/collisionconf 
About Web Summit: www.about.websummit.com