What will separate Creative Professionals from everyone else?

Written By Matt Koulermos

If anyone can create anything using AI, what will separate the creative professionals from everybody else?

I worked in advertising for nearly two decades before leaving in 2024 to start AdWaken.ai.

Here's some of my biggest learnings from the past two and a half years:

- The quality of the idea matters more now than ever.

- Taste is key. With AI, you can generate hundreds of images, but you still have to sort through them and then pick the one that will actually land the impact and the message of what you're trying to communicate.

-The editorial lens, the ability to trim down and trim out the unnecessary to really make the great idea shine through and bring it to the top.

Want to learn more about how broadcast AI is changing commercial production? Check out our deep dive explainer.

Matt Koulermos

Matt Koulermos is the Founding Partner of AdWaken.ai, an AI-native commercial studio focused on bringing big ideas to broadcast in weeks instead of months. Before starting AdWaken in early 2024, Matt spent nearly two decades as an Art Director and Creative Director at agencies including David&Goliath, Ogilvy, Meaningful Works and The Wonderful Agency.

http://adwaken.ai
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