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LE MAGAZINE HEIMSTONE +

DIALOGUE | 20.14. 2024

NOT AI-FRAID

Dans cette édition de Dialogue, Edward Mills, artiste et doyen de Parsons Paris, discute avec Onur Keçe, fondateur de The Refreshment Club, de sa perspective et de son expérience avec l'IA générative, et du dilemme du "Do I or Don’t I ?", une question qui préoccupe de nombreux créatifs partout dans le monde.
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 'Historical Monuments of Paris’ Campaign we developed for Soco Paris, 

a Parisian handbag brand from 1932.
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Edward Mills (EM): Onur, obviously there are a lot of debates surrounding AI - what are you hearing, what’s your take?

Onur Kece (OK): Authenticity, in the creation is a topic of many conversations that I am seeing, as well as the impact into creative jobs, very relevant points that I used to debate about too. However, my perspective has evolved since I started working with AI.

Edward Mills (EM): For someone who grew up in a world before AI, how did you first become introduced to AI and then, one of its biggest champions?

OK : En tant que personne créative attirée par le design multi-sensoriel, j'ai toujours été fan du tangible—les idées et les designs que l'on peut toucher, ressentir, sentir et entendre. Au début, l'IA me semblait lointaine, abstraite et presque sans rapport avec cet univers. Ce n’est que lorsque mon ami Cyril, le fondateur de Maison Meta, m’a ouvert les yeux sur le potentiel de l'IA à travers le travail qu'ils réalisaient, que j'ai commencé à voir les choses autrement. La curiosité s’est vite transformée en obsession alors que je commençais…
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 Heimstone Campaign Shot “PRISTINE WHITE DENIM”
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EM: How has your creative process changed? Can you give some examples?

OK: Having the AI tool box at hand is transforming how we work with clients by making us more agile and creative, while eliminating typical agency bottle necks. The difference between a good agency and a great one often lies in the clients who embrace disruptive new thinking. With AI, we can present ideas that are closer to the final product, instilling greater confidence in our clients and enabling them to move forward with more certainty. This shift will undoubtedly shape the future of the industry toward more versatile and impactful ideas. One example is topical campaigns. AI-enabled execution is particularly effective for topical campaigns, allowing brands to have a timely voice on cultural or trending topics. In the past, clients struggled to seize these tactical opportunities due to budget constraints and extended timelines, but we’ve now overcome those limitations with our advanced workflows. Our creative process to how we communicate with clients have evolved with technology, enabling us to spend more time on ideation rather that rationalization.
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Below are some concepts with Ai execution of topical ad ideas for the Pairs Olympics
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EM: For someone like me that doesn’t know much about the tools and workflows it seems like you’re taking a mechanical engine out of the car and placing an electric one - if so where will that leave the mechanics?

OK: Nice analogy! With new ways of working, change is definitely required to get the best outcomes. What we're finding is that part of our job now is to work closely with teams to create workflows and processes that align with how their business operates across marketing, communications, and product development. It’s not about replacing the "mechanics" but helping them adapt to this new engine, so to speak.


When both parties speak the same language and fully understand the processes, everything runs much more smoothly—like a well-oiled machine. AI doesn't eliminate the need for human expertise; it enhances it by freeing up time for more strategic and creative work. The shift is in how we work, not in who’s working.

EM: Any last thoughts?

OK: Change is inevitable, and while it's essential to stay rooted in our human approach, I’m always curious about new technologies and processes that help us adapt to the future. But for me one thing is certain—a sensorial human connection isn’t something AI threatens, so I’m not worried about creativity and ideation being taken over by technology. This brings me to a question for you, as an artist that creates even his paint and paint brushes from scratch, how are you looking at AI? How will it change your art, or have you smashed your computer? EM: Nice one. Art for me is about smashing things, for sure! But that goes for standards, conventions, anything really, in order to come up with something new. AI can definitely do that. I won’t be giving up working with my hands and making everything I can, but I am looking for ways for AI to help me accurately express how I feel. In the end it’s a tool. 
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THE REFRESHMENT CLUB

EDWARD MILLS ART
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