Technically Creative by KoobrikLabs

Why are we using AI? This episode of Technically Creative is brought to you by The Future of Life Insitute, an independent nonprofit working to steer transformative technologies toward benefiting humanity. https://futureoflife.org/ In this episode of Technically Creative, Orlando Wood sits down with Oonagh Murphy, Director of the Responsible AI Academy at Arts Council England, Senior Lecturer at Goldsmiths, University of London, and former Turing Fellow at the Alan Turing Institute, to explore what responsible AI actually looks like for artists, museums, cultural institutions and the creative industries. As generative AI becomes embedded across creative work, Oonagh argues that organizations need to start with a deceptively simple question: not “How can we use AI?” but “Why would we use AI?” That distinction opens up a much bigger conversation about AI ethics, copyright, intellectual property, data, trust, governance and the responsibility creative organizations have to the artists, audiences and communities they serve. Oonagh explains why responsible AI governance can actually make organizations more effective, how Arts Council England developed its approach to AI policy, and why there is no single AI policy that every creative organization should simply copy. Responsible AI requires understanding your purpose, consulting the people affected, establishing your own red lines and making deliberate choices about where AI belongs. The conversation also explores the unique role of arts and cultural institutions in the age of artificial intelligence. Museums, galleries, libraries and artists can provide spaces to slow technology down, question it, make its impact tangible and help society understand what AI means beyond the hype. We explore: • Why responsible AI starts with “why,” not “how” • AI ethics and governance for creative organizations • How Arts Council England developed its approach to artificial intelligence • Why organizations need their own AI policies and ethical red lines • Copyright, intellectual property and AI training data • Why trust and transparency matter when adopting AI • Whether artists should use generative AI • How AI is changing museums, galleries and cultural institutions • The MUNCH Museum's experiments with AI, data and its collection • Why museums may become data custodians in the AI era • AI-generated grant applications and Arts Council England's approach to assessing them • The role of human expertise in an increasingly automated world • Why responsible AI can be good project management rather than simply compliance • How artists can help society understand the impact of emerging technology • Why culture provides a space to slow down and ask better questions • The difference between purposeful AI adoption and simply using AI because everyone else is This is a conversation about moving beyond the binary debate around whether AI is good or bad and asking more useful questions about how we choose to build, govern and use these technologies. For creative companies, artists and cultural organizations, Oonagh's message is refreshingly practical: understand who you are, who you serve and what you're trying to accomplish. Then decide whether AI actually helps you get there. Because responsible AI isn't just about what the technology can do. It's about what we decide it should do. Technically Creative is a technology podcast for people who don't necessarily think of themselves as tech people, exploring how AI and technology are changing film, television, advertising, publishing, arts, media and the creative industries. This episode of Technically Creative is sponsored by the Future of Life Institute.

In this episode of Technically Creative, Orlando Wood sits down with Justine Armour, Chief Creative Officer of 72andSunny International, for a conversation about AI, advertising, creativity, taste, originality and the future of creative work. As generative AI makes it possible to produce more ideas, images, advertising and content than ever before, Justine argues that the most valuable creative skill may no longer be the ability to make more. It may be knowing what not to make. Her argument is fascinating: AI is already very good at producing work that is acceptable. Work that is pretty good. Work that lives in the middle. But culture has never moved forward from the middle. It moves because of outliers, divergent thinkers and people with enough conviction to pursue ideas that initially make everyone else uncomfortable. And that means taste may become more valuable in the age of AI, not less. After nearly 30 years in advertising, including leadership roles at some of the world's most celebrated creative agencies, Justine believes experience, discernment and the ability to recognize an extraordinary idea are becoming increasingly important. In a world of infinite creative possibility, the advantage belongs to people who can tell the difference between something that's merely good and something genuinely original. But this conversation goes well beyond AI. Justine talks candidly about creative leadership, agency culture, collaboration, burnout, failure and the importance of remaining human inside an industry becoming increasingly automated. We explore how 72andSunny builds a collaborative creative culture, why consensus can sometimes push advertising toward mediocrity, and why creative leaders need to create environments where unusual ideas have enough space to survive. Justine also reflects on stepping away from advertising after more than two decades of pushing herself relentlessly, what that experience taught her about creativity and leadership, and why reconnecting with instinct and creative energy changed the way she works. And for the next generation of creatives entering advertising during the AI revolution, her advice is surprisingly clear. Learn the tools. But don't let the tools define your taste. “Reject the algorithm, reject the averaging of yourself.” Because if AI can increasingly reproduce what's already familiar, originality, obsession, cultural curiosity and a genuinely individual point of view become the things that separate one creative from everyone else. In this episode: • AI and the future of advertising and creative agencies • Why generative AI makes taste and discernment more valuable • Why “the middle” may lose value as AI-generated content increases • How creative leaders identify truly original ideas • AI tools including Midjourney, Runway and Luma • Why AI-generated advertising can still fail at craft • Creativity, collaboration and consensus inside advertising agencies • The changing role of copywriters, art directors and creative departments • Why young creatives need to develop taste beyond social media algorithms • 72andSunny's approach to creative culture and collaboration • Independent agencies and the changing economics of advertising • Burnout, creative leadership and Justine's decision to step away • Why failure can make creative leaders better • What the next generation of advertising talent should learn about AI • Why originality may become the ultimate creative advantage If you're interested in artificial intelligence, advertising, generative AI, creative leadership, agency culture, branding, marketing, creative careers or the future of creativity, this is a conversation about what becomes valuable when the ability to simply make things is no longer scarce. Technically Creative is a technology podcast for people who don't necessarily think of themselves as tech people, exploring how AI and technology are changing film, television, advertising, publishing, media and the creative industries. Visit KoobrikLabs: https://koobriklabs.com Connect with Orlando Wood: https://www.linkedin.com/in/orlando-wood/ #ArtificialIntelligence #Advertising #GenerativeAI #Creativity #CreativeLeadership #72andSunny #JustineArmour #FutureOfAdvertising #AIAdvertising #TechnicallyCreative

SAG-AFTRA on AI: Who Owns Your Face, Voice & Performance? 🤝 Presented in Partnership with the Future of Life Institute This episode is part of a special series presented in partnership with the Future of Life Institute (FLI). Throughout Season 4 of Technically Creative, we're exploring some of the biggest questions surrounding artificial intelligence, creativity, copyright, performer rights, AI safety, and responsible innovation. Learn more about the Future of Life Institute: 📺 YouTube https://www.youtube.com/@futureoflifeinstitute/ 🌐 Website https://futureoflife.org/ 🎭 AI, Actors & Hollywood's Biggest Conversation In this episode of Technically Creative, Orlando Wood sits down with Duncan Crabtree-Ireland, National Executive Director and Chief Negotiator of SAG-AFTRA, to explore one of the biggest questions facing the creative industries today: Who owns your face, your voice, and your performance in the age of AI? As artificial intelligence transforms filmmaking, television, advertising, gaming and digital media, performers are facing entirely new questions around AI actors, digital replicas, voice cloning, copyright, consent, likeness rights and ownership. Duncan has been at the center of those conversations, leading SAG-AFTRA's negotiations on AI protections and helping shape one of Hollywood's most important agreements for the future of creative work. But what makes this conversation so interesting is that it isn't about stopping AI. It's about making sure AI develops in a way that respects creators, protects human performance, and gives performers meaningful control over their identity. Throughout the discussion, Duncan shares a refreshingly pragmatic perspective. Technology isn't the enemy. The challenge is building the legal, ethical and commercial frameworks that allow innovation to flourish while ensuring the people whose creativity powers this industry remain in control of how they're represented. Highlights • How SAG-AFTRA negotiated landmark AI protections for performers • Who owns your face, voice and digital likeness in the age of AI? • Why consent is becoming the foundation of AI creativity • How voice cloning and digital replicas are changing Hollywood • What actors, filmmakers and studios need to understand about AI contracts • Why Duncan believes AI should augment human creativity, not replace it • The future of acting, entertainment and storytelling in an AI-powered world Whether you're an actor, filmmaker, producer, creative director, entertainment executive, lawyer, or anyone interested in AI, Hollywood, copyright, performer rights and creative technology, this conversation offers one of the clearest and most balanced discussions you'll hear anywhere on where the industry is heading. This conversation is part of our ongoing series with the Future of Life Institute exploring the ethical, legal, and creative questions shaping the future of artificial intelligence. 👉 Subscribe for more conversations about AI, creativity, entertainment, filmmaking and the future of creative work. Visit KoobrikLabs https://koobriklabs.com Connect with Orlando https://www.linkedin.com/in/orlando-wood/ Chapters [00:00] Who Owns Your Face? [04:10] Why SAG-AFTRA Didn't Try to Stop AI [11:20] Digital Replicas, Voice Cloning & Consent [21:15] Negotiating Hollywood's AI Agreement [33:40] Copyright, Contracts & Human Performance [46:30] The Future of Acting in an AI World [58:10] Why Human Creativity Still Matters #ArtificialIntelligence #SAGAFTRA #AIActors #Hollywood #VoiceCloning #DigitalReplica #Copyright #AIEthics #FutureOfLifeInstitute #TechnicallyCreative #KoobrikLabs

Can AI Create a Cannes-Winning Commercial? Watch these films before you answer. 🎥 The RealReal (Silver Cannes Lion) https://www.youtube.com/watch?v=MORj7Cn1Wo0 🎥 Gaia https://shots.net/news/view/gaia-exposes-dairys-hidden-heartbreak If you're a creative company looking to future-proof your business, book a free consultation call at 👉 https://koobriklabs.com/contact/ 🎬 AI Filmmaking, Cannes Lions & Creative Craft — Don't Miss This One In this episode of Technically Creative, Orlando Wood sits down with Sebastian Strasser, one of advertising's most celebrated commercial directors and founder of Lipstick, alongside Sascha Peuckert, Executive Producer at Team One, to explore one of the biggest questions facing the creative industries today: Can AI produce truly world-class creative work? For the last few years, much of the conversation around AI filmmaking and AI advertising has focused on what the technology supposedly can't do. Then came The RealReal. Winner of a Silver Cannes Lion, it's one of the first end-to-end AI commercials that genuinely feels like the work of a master filmmaker. It doesn't just demonstrate what AI can do. It demonstrates what happens when extraordinary creative talent embraces extraordinary new tools. Then came Gaia. A film that's emotional, cinematic and deeply human. It proves something many people still question: AI doesn't remove emotion from storytelling. In the hands of great artists, it can become another way to express it. This isn't a conversation about prompting. It's a conversation about craft. About directing. About taste. About authorship. And about why the future of AI filmmaking won't be defined by the people who learned AI first. It'll be defined by the people who've spent decades mastering storytelling. Highlights • How The RealReal became one of the first AI commercials to win a Cannes Lion • Why Gaia proves AI can create genuine emotional storytelling • The difference between prompting and directing • Why craft, taste and authorship matter more than ever • How AI is changing commercial production • What agencies, brands and filmmakers can learn from these groundbreaking films If you're a filmmaker, creative director, producer, agency leader, or simply fascinated by AI filmmaking, commercial directing, advertising production and creative technology, this episode is one of the clearest conversations yet about where creative work is heading. 👉 Subscribe for more conversations about AI, advertising, filmmaking and the future of creative work. Visit KoobrikLabs: https://koobriklabs.com Connect with Orlando: https://www.linkedin.com/in/orlando-wood/ Chapters [00:00] Can AI Create a Cannes-Winning Commercial? [04:12] The RealReal: Inside an AI Cannes Lion Winner [12:40] Why Great Craft Still Wins [22:18] Directing vs Prompting [31:55] Building an AI Production Workflow [42:30] Gaia and the Power of Emotion [52:15] The Future of AI Filmmaking #AIFilmmaking #AIAdvertising #GenerativeAI #CannesLions #CommercialDirector #SebastianStrasser #CreativeTechnology #Advertising #Filmmaking #TechnicallyCreative #KoobrikLabs

Don’t miss Digital Hollywood’s panels on the future of entertainment and media. Sign up for more information at - https://www.digitalhollywood.com Episode description Technically Creative is brought to you by KoobrikLabs, your AI transformation partner for creative companies. What happens when AI moves upstream into the creative process, before the camera ever rolls? Recorded live at Digital Hollywood: The AI & Entertainment Summit 2026, this episode of Technically Creative brings together filmmakers, producers, technologists and creative leaders to explore how generative AI is changing film development, screenwriting, ideation, visualization, storyboarding and plot structure. The conversation focuses on the part of filmmaking that can be the hardest to accelerate: turning the first spark of an idea into something structured enough to make. Orlando Wood, founder of KoobrikLabs, joins Russell Palmer, CEO & Co-Founder of CyberFilm AI and SAGA; Matt Pfeffer, Executive Producer and President of Ritual Labs; Albert Thompson, creative and digital innovation leader; Alex Gocke, VP of Sales at Largo; and moderator Annie Hanlon, Co-Founder of PLAYBOOK PLBK. Together, they examine how AI is becoming a new kind of creative collaborator. Not simply a tool for generating finished images or video, but a system for helping filmmakers explore possibilities, interrogate ideas, develop characters, visualize scenes, build storyboards and pressure-test narrative structure. The panel explores: How filmmakers and writers are actually using AI in the creative development process The emerging AI tools for screenwriting, story development and pre-production Using AI for concept visualization and storyboarding Where AI helps creativity and where human taste, judgment and experience still matter How creative companies can adopt AI without surrendering the creative process to technology Why the biggest opportunity may be using AI to make great creative people more ambitious, rather than simply making production cheaper For anyone working in film, television, advertising, production, screenwriting or entertainment technology, this is a practical look at what an AI-assisted creative pipeline is starting to look like in 2026. Technically Creative is the technology podcast for people who don’t think they’re technical, but increasingly need to understand the systems shaping creative work. Keywords: AI filmmaking, generative AI film, AI screenwriting, AI storyboarding, AI pre-production, AI for filmmakers, artificial intelligence entertainment, film technology, AI storytelling, creative AI, Digital Hollywood, AI Entertainment Summit, SAGA AI, KoobrikLabs, future of filmmaking.

A special live episode recorded at British Arrows. This panel explores how AI is reshaping creative work, from workflows and production systems to decision-making and craft. As more companies adopt AI tools, the real challenge is shifting from experimentation to implementation, redesigning how work actually gets done. We discuss the gap between AI adoption and real impact, why most organizations are still layering AI onto existing workflows, and what changes when you move toward AI-native systems. The conversation also looks at agents, automation, and the evolving role of creative professionals in an AI-driven environment. At the center of it all is craft. What remains human, what becomes automated, and why judgment, taste, and creative instinct are becoming more valuable, not less. Recorded live at British Arrows, this is a conversation about the future of AI in creative industries, including film, advertising, and media. Technically Creative is brought to you by KoobrikLabs, the AI transformation partner for creative companies.

In this second bonus episode of Technically Creative, Orlando Wood continues his conversation with one of the most talked-about — and least understood — figures in modern Hollywood: Jon Peters. In Part One, we explored Jon’s unlikely path from beauty school to Barbra Streisand and A Star Is Born. In this episode, we move into the next chapter of his career — the years when Jon steps out as an independent producer, helps bring Caddyshack to life, and forms one of the most influential creative-business partnerships in film history with Peter Guber. This conversation is still loose, funny, messy, reflective — and very “Jon.” We get deeper into how instinct, relationships, gamble-taking, and timing shaped a run of films that defined an era. We explore: • How Caddyshack became Jon’s first big independent producing moment • Why Jon believes producing is really about spotting — and backing — raw creative talent • The origin story of the Guber-Peters partnership • How two unlikely partners built a string of hits together • The road from producing movies to running Sony Pictures • Loyalty, ambition, ego, conflict — and what happens when the stakes get massive • How Jon looks back on all of it now This is Part Two in a multi-episode series examining the real story behind the headlines — the ambition, the chaos, the successes, the fractures, and the emotional truth behind one of the most unusual careers in Hollywood. If you’re interested in how big films really get made — and the personalities it takes to make them — this chapter goes even deeper. More to come.

🎙️ Meet the Man Shaping Hollywood's Future In this season finale of Technically Creative, Orlando Wood sits down with Yves Bergquist — Director of the AI & Media Project at USC’s Entertainment Technology Center (where every major studio, from Warner Bros. to Netflix to Sony, collaborates on the future of storytelling), and CEO of Corto AI, a company decoding the narrative DNA of films, ads, and media. Yves is one of Hollywood’s leading voices in AI — helping the industry understand how technology, data, and culture intersect. But this conversation isn’t just about algorithms or analytics. It’s about stories: the ones that shape audiences, and the ones we tell ourselves. In a remarkably candid exchange, Yves shares how his work mapping creative data has paralleled his own journey of reinvention — from public failure to personal growth. It’s a rare, human look at how the next wave of creativity will be built on both intelligence and empathy. 🎧 Highlights include: ● How USC’s Entertainment Technology Center is redefining AI for Hollywood ● The “Content Fingerprinting Initiative” — using math to protect IP in generative media ● Corto AI and the narrative DNA of storytelling ● Why Gen Z wants a John Hughes-style revival of “people misbehaving” movies ● What Yellowstone and House of Guinness teach us about storytelling as marketing ● Yves’ personal story of failure, forgiveness, and self-discovery ● Why the next Golden Age of creativity will be the most human yet 🔗 Learn more about USC’s Entertainment Technology Center: https://www.etcenter.org 🔗 Explore Corto AI: https://www.corto.ai 🔗 Visit KoobrikLabs: https://www.koobriklabs.com 🔗 Connect with Orlando: https://www.linkedin.com/in/orlando-wood 📍 Chapters: [00:00] Introducing Yves Bergquist — data, culture, and storytelling [04:00] Inside USC’s AI & Media Project [07:00] The “Content Fingerprinting Initiative” and copyright in the AI era [12:00] Decoding the narrative DNA of stories [17:00] Global storytelling trends and the Gen Z renaissance [25:00] Corto AI and the future of brand storytelling [34:00] How data and emotion drive creativity [44:00] Yves’ candid story of failure and redemption [57:00] Why the future of creativity is deeply human #TechnicallyCreative #YvesBergquist #USC #EntertainmentTechnologyCenter #CortoAI #AIinHollywood #Storytelling #DataScience #CreativeTechnology #Innovation #FilmIndustry #KoobrikLabs #OrlandoWood