Severin Matusek

What’s notable is the rhetoric about Sora introducing a Cambrian explosion of human creativity. Liberated from the bottlenecks of charisma, skill and craft, real creativity – i.e ideas – can now flourish and be channeled via text prompt.

To try to “tell the news” as it needs to be told: poetically. From project to project, to swing between extremes, the soberingly real and the wildly imaginative – something I think our generation does with great skill.

So what do we actually do about this? Because I’m not saying don’t use AI. That would be stupid. The genie is out of the bottle and there are genuinely transformative applications of this technology. I’m saying we need to be incredibly deliberate about how we integrate it. We need to slow down and think about what we’re optimising for.

I’ve noticed a new trend among the chattering classes of online AI guy hypebeast. Their current stage of grief over AGI not arriving or having very little to show in the way of ROI for their LLMs has shifted to blaming the users. To them, it’s not that AI is not working as they intended; it’s the people who are too stupid to understand how to use... See more

In 2023, we launched an editorial series about AI called Shades of Intelligence. We learnt a lot about the way creatives were beginning to work with this new tech, harnessing it for tasks ranging from creative direction to project rollout. Since then, the needs have shifted. After two years of rapid change, Light and Shade focuses on the wider... See more