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. I caught up with him afterwards to discuss how AI is changing creativity, what makes ideas human and why simplicity might be the hardest thing to achieve.
