Future Voice

“A big problem I see is the pointless generation of countless variants of the same thing, without a creative lead of one's own.”

Reinhard Lang / Creative Lead

Reinhard compares AI to a Swiss Army knife: it can do many things, but none perfectly. He uses AI as a tool to generate imagery, develop visual ideas and sharpen the wording of written concepts. It also helps him create moodboards, retouch images and challenge his own ideas. For him, the best idea wins, measured against time, cost and the client’s wants and needs. He prefers recommendations that come with clear reasoning. What troubles him is generating endless variations of the same thing without purpose or creative direction.