Susan Perlbachs, Chief Creative Officer of EVERSANA INTOUCH, sat down at Adobe MAX and offered valuable insights into the future of creatives in this era of AI. Through a series of short interviews, she discussed how generative AI tools are transforming creative teams, operations and content creation.
When discussing the future of AI in creativity, Susan highlighted the harmonious relationship between technology and creative processes. While many initially feared losing creative control, she emphasized that the evolution of technology – much like the introduction of computers – should be seen as empowering rather than threatening. Core creative values such as craftsmanship, clarity and impact will remain essential, with technological advancements enhancing these pillars rather than replacing them.
“As humans, artists, designers and creatives, we will adapt, and we will adopt to use these tools to our advantage.” – Susan Perlbachs
Leveraging AI for Efficiencies
Today, clients often ask us to do more with less, stressing the buzzword “efficiency.” AI and technology can support and amplify creative efforts, enabling greater efficiency and innovation without compromising the fundamental principles of creativity.
Beyond mere efficiency tools, AI empowers a more dynamic and innovative creative process, allowing us to solve client challenges and push the boundaries of what is possible.
Leadership in the World of AI
The future of leadership in a world of AI involves fully embracing AI’s potential. Susan emphasized that hesitation is not an option, as AI will not replace people but will distinguish those who use it effectively. Leaders must lean in and learn as much as they can.
Forward-thinking leaders have a unique opportunity to harness AI’s efficiency and innovation, integrating it seamlessly into their creative processes to unlock its benefits. As Faruk Capan, Chief Innovation Officer of EVERSANA and CEO of EVERSANA INTOUCH, often says, “AI won’t replace you; a person using AI will.”
“I believe that the leaders of tomorrow are going to be the people who embrace [AI] and apply it better than anyone else.” – Susan Perlbachs
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