Throughout history, tech has been a game-changer, completely disrupting how we work and create value. Right now, AI is the biggest breakthrough we’ve seen in generations, and it’s turning traditional methods upside down while industries try to figure out how to use it. McKinsey’s State of Fashion underscores this, reporting that 73% of fashion executives consider generative AI a priority, but only 5% think they actually know how to use it effectively. This shows that real innovation happens each time we figure out new ways of working that were previously prohibitive, or better yet, unimaginable.
Traditionally, creativity has been defined as the ability to produce ideas that are both original and useful. AI’s role in this is obviously evolving and while it can produce limitless interpretations and variations of an idea, the idea itself still comes from a creative mind. In addition to the idea, AI output still requires the correct blend of AI applications (that change almost daily), the correct development workflow, and a range of post-production services to polish and finesse content to a place that really works. The ability to do that takes human experience and expertise. What we’re seeing now is this powerful combination of human creativity, traditional craftsmanship, and commercial strategy being applied to AI outputs, enabling creative to take something novel that’s been generated by AI and bring it to the level that brands actually need.
WHILE AI CAN PRODUCE LIMITLESS INTERPRETATIONS AND VARIATIONS OF AN IDEA, THE IDEA ITSELF STILL COMES FROM A CREATIVE MIND.
As AI opens up this universe of possibilities, the content that delivers commercial value—creating viral moments, converting on social, and showing up in global campaigns—still needs that translation from “AI prototype” to “high-impact real-world content.” This blend of artificial and real worlds is one of the most exciting developments I’ve seen in my career and has become a major focus for my teams at Industrial Color and Globaledit. We’re using AI with our clients every day and finding endless ways to apply it to creative production. That said, while I believe in the disruptive nature of technology, I’m also highly attuned to what our clients want and the bar we set for everything we produce. With the rules and technology evolving daily, having the right partners and expertise has become crucial to navigating this new landscape.
Throughout our history, Industrial Color has thrived at that sweet spot where innovation meets real-world application. Just in the past month, our teams have used AI in some way for dozens of client projects and the range is incredible. Some examples include:
- E-commerce PDP & videos for women’s sportswear brands
- Product launch content for a global beauty brand
- Campaign content for an outerwear brand
- AI models and digital twins for different beauty brands
- Natural-sounding AI voiceovers for an electronics brand
- R&D projects for a home goods brand and major food chain
Because AI production is so new, and the tech is evolving at such an insane pace, our work in AI-enabled production spans beyond traditional categories. We now get involved earlier, providing guidance on tech applications and doing targeted R&D to determine where AI can be most successfully applied and outline the best workflows. On the other end of development, we also step in to style and perfect AI-enabled assets, taking them to quality levels you just can’t get with AI alone. In every project, we pull from our decades of experience in almost all forms of creative production to take great ideas, enhance them with technology, and polish the content until it delivers real commercial value.
FOR BRANDS TODAY, GETTING AI RIGHT, AND FIGURING IT OUT RAPIDLY IS CRITICAL. BOTH WAITING TOO LONG FOR THE PERFECT SOLUTION OR DIVING IN WITHOUT GUIDANCE CARRY BIG RISKS, BUT AI CLEARLY GIVES EARLY ADOPTERS A COMPETITIVE EDGE.
These programs succeed because they capture that elusive sense of excellence and taste that’s essential for great content, while also leveraging AI’s ability to multiply creative possibilities. In my experience, new tech catches on when it delivers clear benefits. With AI-based creative production, the value comes from strong creative output, accelerated speed to market, and significant cost savings. McKinsey points out that effective curation is still crucial; human skill and creativity remain the foundation for brand differentiation. Rather than replacing these human elements, technology amplifies them, expanding capabilities while retaining artistic skills and knowledge.
For brands today, getting AI right, and figuring it out rapidly is critical. Both waiting too long for the perfect solution or diving in without guidance carry big risks, but AI clearly gives early adopters a competitive edge. When I think about what makes Industrial Color different, I boil it down to our experience producing content for global brands, our range of production capabilities, our consistent embrace of emerging tech, and our eye on future possibilities. This combination seems to consistently put us right at the intersection of artificial innovation and real-world application – I’ve lived it before but could not be more excited about what I see in front of our industry today.
We’re excited to keep exploring new creative territory, delighting our customers, and producing content that drives brand growth in an increasingly AI-enhanced industry.