I recently found myself at a Christmas catch up surrounded by a beautiful group of like-minded creatives—photographers, graphic designers, illustrators to name a few. Almost all of them were either business owners or sole traders in their field. Naturally, the conversation turned to a hot topic in our industry: artificial intelligence. There’s a very real fear among us that if we don’t keep up, we might find ourselves replaced, obsolete, or simply out of a job.
Right now, AI is making waves by offering incredible advantages to those without traditional creative skills. And with today’s launch of Sora, an OpenAI initiative, things are only going to escalate in a very real way for the motion picture industry.
AI-generated content—whether it’s photos, layouts, or entire videos—can feel like it’s eroding the skills that many of us spent years honing. And as these tools improve, the line between professionally crafted work and AI-assisted output continues to blur.
The Loss of Fundamentals
This shift reminds me of what happened in photography when digital cameras replaced film. Today, many people can pick up a digital camera and capture great photos, but few understand the intricacies of ISO, F-stops, or how to develop film in a darkroom. For younger generations, terms like “sepia tone” are just filters, not techniques grounded in hands-on experience. That same erosion of foundational knowledge is happening now in the creative industry, thanks to AI.
AI doesn’t care about the history of design principles or why certain approaches work—it just generates outcomes. While the results might be visually appealing, they lack the depth and understanding that come from knowing where these techniques originated. And that loss of knowledge could be a problem for the creative industry.
So, Is AI an Ally or a Competitor?
This brings me to a big question: is AI an ally or a competitor for creatives? And if it’s a competitor, how do we flip the script and use it to our advantage?
Here’s the thing—AI doesn’t have to be the enemy. In fact, it can be a powerful tool to enhance how we work and push our creativity further.
As mentioned earlier, OpenAI saw its release of Sora today. A revolutionary text to video AI that creates high quality video up to 1080px for pro users and allows macro opportunity for film output and creativity on a micro budget. Although AI text to video simulators have been around for a while, Sora seems to be the next generation of this tech, allowing users to easily animate static images or remix videos seamlessly, realistically and cheaply.
For an an industry that has already taken a HUGE hit since the pandemic, I can’t imagine this being welcomed news for anyone in film right now. But is it all bad? Embracing this technology and using it in creative ways will create opportunity. I have certainly seen this in the design industry with AI workflow tools allowing small studios to compete against larger agencies. Just as remote working has opened the door to working with the right people, not the closest, perhaps AI will do the same where creativity is concerned?
Creativity Will Always Be Human
Let’s not forget: creativity starts with a human idea. AI might refine or execute, but the spark—the bud of an idea—will always come from human thought. Tools may evolve, and technology may advance, but the essence of creativity—our unique ability to connect ideas, emotions, and experiences—remains irreplaceable.
For now, AI isn’t sentient (thankfully), so it can’t replicate the magic of human intuition or emotion. It can’t tell a story with depth or nuance the way a person can. What it can do is give us more time and space to focus on the parts of our work that matter most.
Embracing the Future
AI is here to stay, and instead of fearing it, we need to embrace it as part of the creative landscape. Much like digital photography didn’t destroy photography as an art form, AI won’t eliminate creativity. It’s just a new tool—a powerful one—that, when used thoughtfully, can elevate what we do.
So, let’s use AI not to replace ourselves, but to amplify what makes us irreplaceable. After all, the creative process isn’t about shortcuts; it’s about the journey—and that’s something only humans can truly navigate.