Oliver Yonchev, an entrepreneur and the founder of creative industries venture studio cocreatd, warned creatives at MAD//UpNorth that if they’re not good at their jobs, they are “f****d” as AI continues to shake-up industries.
It was a much smoother start to day two of the festival, hosted at Aviva Studios, thanks to a seamless stroll into the venue without any queues.
Yonchev was speaking on the Factory stage with a deep dive into AI, addressing whether the technology is ‘killing’ creatives or giving them superpowers.
“Great creativity makes you feel, think act,” he told festival goers. “If you get it right, great creative can convey so much by saying very little.”
Asking if AI can be creative and its impact on creativity, he shared how creatives should respond. Firstly, creatives need to “agree on the common definition” and context of AI in the industry. Then came the killer line: “If you’re not good at your job, you are f****d”. If you don’t put the effort in and do not harness the power of AI, its output will be generic.
For those that are “good” at their jobs, he believes now is their time to shine as we move into a “new era with computers speaking natural language”.
He added that it’s now easier than ever to create but it’s “harder than ever to standout”.
Ultimately, he asserts AI can give creatives “superpowers” but it’s all about how they respond to the rapidly evolving technology.
His top tips for creatives were to think about “inspiration, production and distribution”. Post production is “magic” and creatives can now automate away the “things we hate”.
