Artificial intelligence is rapidly transforming the creative industry. From streamlining production to enabling new visual possibilities, AI is reshaping how agencies and brands develop content.
However, one key question remains:
If AI can generate content, what is the ongoing role of human creativity?
At LEVA, we spoke with Joshua Distor, our Creative Director, about how AI has changed the creative process, common misconceptions, and why strong ideas remain essential.
How Has AI Changed the Way You Approach Creative Work Today?
Absolutely. AI has significantly changed our workflows.
Video effects that once required extensive time can now be produced much faster. AI also enables us to create shots that would be difficult or impossible to achieve during a traditional shoot.
AI’s impact extends beyond video to graphic design, photography, and visual effects.
For creatives, AI opens new possibilities and saves valuable production time.
What Do Most People Misunderstand About AI in Content Creation?
Many people believe AI will replace creative professionals.
I don’t see it that way.
AI is a tool, not a replacement. It helps creative professionals express ideas more efficiently and enhance their messages through graphics, videos, and visuals.
Human insight remains essential to the creative process.
Can AI Generate Visuals and Copy? What Still Requires a Real Creative Mind?
Effectively describing an idea, selecting appropriate technical terms, and guiding the tool are critical to achieving strong results.
Creative direction remains essential.
How Important Is the Brief, Prompt, or Strategic Input Behind AI Work?
Very important.
The prompt accounts for approximately 90% of the outcome in AI-generated work.
The remaining factor is choosing the right platform or model to achieve the desired result.
For me, the prompt serves as the project’s framework or foundation, supporting all subsequent work.
Have Client Expectations Changed Since AI Became Mainstream?
Yes, definitely.
Clients now expect faster turnaround, greater innovation, and higher-quality results.
With these tools available, expectations have naturally increased.
Agencies must now deliver both speed and strategic quality.
What Advice Would You Give Brands Using AI While Still Staying Original?
Stay informed about trends, emerging tools, and audience engagement.
However, do not rely solely on AI.
Use AI to support your creativity, not to replace your brand identity.
Brands that remain original understand their identity and use tools to express it more effectively.
What Is the Biggest Takeaway for Brands Right Now?
AI can accelerate your creative process.
However, a weak idea will still result in weak output.
Technology enhances execution, while creativity drives impact.
Final Thoughts
AI is transforming content creation, but the strongest work will always result from clear thinking, strong ideas, and creative direction.
At LEVA Marketing, we believe the future belongs to brands that integrate human creativity with the right technology.
Because tools evolve.
Ideas lead.
