Matt Sia on AI and Creative Instinct

Anyone can go fast. Reading the track takes instinct.

With every new generative AI update, the same tired question returns: is this the end of design? For our Executive Creative Director Matt Sia, that’s entirely the wrong question.

Writing for Creative Bloq, Matt compares generative AI tools to Formula 1 cars: engineered for breathtaking speed, but completely ineffective without a seasoned driver behind the wheel. As AI lowers the barrier to generation, speed alone stops being an advantage. The real differentiator becomes taste, judgment, and the hard-won instinct to know whether work will actually move an audience or fall completely flat.

“Without direction, the AI doesn’t care where it ends up. But we do,” says Matt. “Time will do what it always does – it will reveal the difference between those using AI to amplify their creativity and those using it to automate it.”

Read Matt’s full piece on Creative Bloq