I think that the appearance of generative AI with its seemingly magical abilities to unleash the creative beast lurking inside all of us has broken our brains a little bit and it has become difficult to think straight when it comes to the intersection of the technology and humanity and what being creative involves.

I define “creative risk” as the wild ideas in our mind’s eye that we would love to pursue, but don’t because the cost (time, money, reputation...) is too much to bear. As a result, we play it safe in the form of making sequels in Hollywood, emulating successful campaigns in advertising, and “staying in our lane” or what we’re comfortable with in ou... See more

the critical skill of the future is not generating new ideas but curating those developed by generative AI. The role of idea curators will be crucial in discerning the most promising concepts, refining them to enhance their viability, and promoting them to gain widespread acceptance.

The controls era of creativity in the age of AI will allow people to use new and increasingly sophisticated tools to explore 100x the terrain of possibility, to modify aspects of work in very specific ways, to work across and adapt work for different mediums, and most importantly: to take more creative risk.