Cade Collister, Chief Creative Officer of Metova, discusses the emerging role of generative AI in digital product design, particularly in industries like fintech and healthcare. The creative process is evolving from a linear approach to a more collaborative and iterative one, with AI acting as a supportive tool rather than a replacement for designers. Case examples, such as Coca-Cola's 'Create Real Magic' campaign and Canva's AI features, illustrate how AI not only increases efficiency but also fosters brand engagement and democratizes creative processes.
The creative process is no longer linear or siloed; it's collaborative, iterative and increasingly includes a new player: generative AI.
Agencies worried it would commodify the craft. Clients feared it would feel robotic or inauthentic. But that fear has largely evolved into experimentation.
AI isn't the star-it's the stagehand. We're treating it more like an intern with a photographic memory and a flair for surprise.
Coca-Cola’s 'Create Real Magic' campaign reframed their brand as accessible and participatory, demonstrating smart use of AI not just for efficiency, but for resonance.
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