What changes when everything changes

All professions are constantly evolving at a more or less steady pace, with highly variable levels of change. Creative professions have a fundamental obligation to anticipate and even take the initiative. In the 2000s, the advent of digitalization and all that it entailed created a sense of wonderful progress that opened up new possibilities.

Today, all forms of artificial intelligence are going even further and opening up horizons that were previously limited to our expertise. Creativity is changing places; it is no longer limited to professionals like us. This is where our creative spirit must find its new place, and this is certainly the most interesting part. Not using AI in a conventional way, but by provoking errors or using its own missteps, which can be very surprising. Speed, multiplicity, and diversity have reached unprecedented levels, but the principle of creation remains the same: many attempts for a single result. Everything is changing, but it is just a shift in energies. The intellectual process remains the sole inventor because it is based on a human feeling that is difficult to instill in data: desire.