(SeaPRwire) –
By: Oliver Hawthorne
The core contradiction in AI and creativity is hard to ignore. Many in the industry worry AI will take over their jobs. But at a TIME100 Talk in Cannes on June 23, insiders made a clear point: humans still lead the creative process. AI is a tool, not a replacement.
Dara Treseder, Autodesk’s chief marketing and commercial officer, said AI raises the floor for everyone. It makes basic tasks easier. But human ingenuity is what pushes the ceiling higher. Autodesk’s customers don’t just add AI to old workflows. They rethink how to use AI to reach their goals. Lincoln Wallen, who leads tech at Framestore, talked about syntax vs semantics. AI is great at syntax—like arranging words or images. But it can’t handle semantics, the meaning behind those elements. He called the idea of AI understanding meaning a fallacy. Lauren Greenfield, a documentary filmmaker, said AI can save time on organizing footage or transcribing. But most production costs come from the people working on set. She also noted authenticity is more valued now than ever.
The commercial loop here is straightforward. AI tools will keep improving at repetitive tasks. But they can’t replace the human touch—emotion, meaning, authenticity. The end-game is a hybrid model. Creators use AI to do the grunt work. This lets them focus on what only humans can do: tell stories that matter, connect with audiences, and create something truly original.
Author bio: Oliver Hawthorne, Principal Correspondent at an international technology review, covers AI’s impact on creative industries.