Summary
The panel argued that AI has moved from experimental creative tooling to production use for major brand campaigns, especially as image fidelity and video quality improve. Stefan Pretorius and Alex Mashabov stressed that AI can cut cost, increase content velocity, and expand creative possibilities, but effective work still depends on human taste, craft, prompting, and creative decisioning.
Key Takeaways
- Use AI to expand creative concepts, not just resize existing assets.
- Keep craft specialists involved to direct models and judge emotional impact.
- Build hybrid workflows for categories where video continuity remains difficult.
- Test more creative variations quickly to learn what performs on social media.
- Treat AI production as a pipeline, not a one-prompt shortcut.
“If you don't... If you can't make people feel something, then you failed.”
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