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“AI will allow us to be creative again” — Fura Johannesdottir

Huge’s Global Chief Creative Officer tells us how machines will help creatives

“I think it is gonna liberate us,” says Fura Johannesdottir, Global Chief Creative Officer at Huge, and D&AD Digital Design judge on harnessing the potential of AI in design.

In this excerpt from her talk at D&AD Festival: Machines will make us more creative than ever before, Johannesdottir talks about the pressure on designers to use AI to become better. She talks through Huge's project with brand partner Pantone on the announcement of its Colour of the Year 2023 using the AI generative tool Midjourney. The campaign created a visual manifestation of the shade Viva Magenta, bringing it to life in an immersive world dubbed “the Magentaverse” that brought connectivity between technology and nature.

Just as the camera disrupted the art world, and the internet pushed mankind into a new way of connecting and communicating, so too will AI disrupt design, according to Johannesdottir. “It’s gonna be a creative revolution for everybody in this room.”

D&AD’s Putting Tech to Work: How to Think Strategically about Creative Technology Masterclass delves into the rich world of creative technology, and how — by having the right approach — you can use it to tell immersive stories, capture the hearts and minds of your audience, and deepen engagement. Sign up here. You can also explore do at your own pace courses here, as well as upcoming in-person and online teaching here.

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