Seyoan Vela, Chief Creative Officer at Livingroom, shared with Communicate his view on AI.
Seyoan Vela, Chief Creative Officer at Livingroom, shared with Communicate his view on AI. “On a professional level, AI is just a tool. Like a calculator or a camera, it allows me to do things that I couldn’t do myself. But using a calculator doesn’t make you a mathematician, and the ability to use a camera varies widely.” Even if the reference dates him, he jokes that “on a personal level, it feels like the Terminator movies are proving rather prescient.
Two years ago, Vela and his team used AI, “only to find out the hard way, it wasn’t exactly as easy as promised. But those learnings proved useful in 2023 when, for our client Expo City Dubai, we created every piece of communication for the AI Film Festival using AI. We shared our journey of creation (mishaps and all) across various channels and ended up with nearly 500 entries. And one of our creatives went on to win the Global Prompt Engineering Championship.” Speaking about client relationship with AI, Vela says, “On many occasions, I’ve seen AI blow clients away with sheer executional quality. AI is adapting so fast, and if anything, it knows more than what the client wants.” Both agency and client see it as “a value proposition: cheaper. faster, and arguably better.” Pondering if technology-and by extension, AI, will bring freedom, vela wonders: “Did laptops really make us free? Or mobiles? If anything, these labor-saving devices have us working more. Always contactable, always making everything possible. Technology has allowed work to invade all of our leisure time rather than vice-versa, arguably making us more enslaved rather than free.” Vela goes back elliptically to his reference: “1984, was coincidentally the year of Terminator, quite fondly.”
