#ai-and-creativity

#ai-and-creativity

The conversation about AI and creativity isn't going anywhere, and it was front and centre at Frontify's recent Paradigms conference in Morocco. Jonas Hegi, co-founder and executive creative director of Builders Club, leads one of the most forward-thinking creative studios operating today, blending film, design, and emerging technology for clients like Apple, Nike, OpenAI, and Beats. At Paradigms, Jonas' talk explored what it means to stay experimental, human and craft-driven in a future increasingly shaped by machines.

Disruption seems to be the norm for design, especially when it comes to the techniques and tools we employ in our craft. In 2025, the field faces yet another shift. Technical optimism seems to have lost unanimity, and creative professionals are trying to understand their place in a future of economic uncertainty, in which AI seems capable of delivering aesthetic quality with unmatched speed.