How AI-supported creative systems are replacing single deliverables for brands

After returning from CRAFTED in Paris on Friday, a summit about “A Summit on AI, Craft, and What Comes Next” hosted by Benjamin Benichou, I wanted to put together a post with my thoughts. The 35 degree heat in Paris was pretty intense, but I had a really great couple of days…

Without knowing what to expect, one of the main takeaways that ran throughout the event is that AI should be used as a considered choice. That doesn’t mean the whole pipeline should be produced with AI, although that was definitely presented as a possible route, but rather certain elements or challenges can be solved by leaning into AI with the right objective or at the right stage.

The role of human taste and art direction in AI-Assisted Design

Listening to the talk from Sam Hoffman in particular reminded me of my recent conversation with Rob Alderson. The idea that, really, if you have taste and can use a design tool well, let’s say Photoshop, you can get something good out of it. The flip of that, of course, is that if you can’t use it well or there is a lack of taste and craft in the execution, then what you’ll get out is inevitably going to be disappointing.

AI opens the possibilities in enhanced creative workflows

Sam talked about his long career as a still life photographer and how this knowledge and experience means he knows what light should do in a frame, what language to use when adapting an AI-generated image, and in simple terms, what looks good. What thi means again is that AI isn’t just replacing him or his skill, it’s allowing him to create in a way that he couldn’t before. Making it possible to develop work without the real-world restrictions or compromises that professional product shoots can sometimes have. He also talked about the need for DOPs and in-person shoots, even with AI-enhanced pipelines, so there was no suggestion that this is replacing anyone; it’s just a new world of production workflows.

“[AI] just becomes another design application choice within the pipeline, which doesn’t replace the need for designers or artists.”

My other favourite talk was from Valentin (SERVICES GÉNÉRAUX) they also choose when to use AI in a very considered way. The decision needs to be justified but they start in a typical CGI world: 

• C4
• Houdini
• After Effects

To build out references and concepts. It’s then at that point they call upon AI if what they want to achieve requires it. So in this sense, it just becomes another design application choice within the pipeline, which doesn’t replace the need for designers or artists. He also talked about the human side of choosing who you want to work with, building his studio around people, with that being a considered choice for how they like to work.

One comment that landed for me, although sadly I can’t remember who said it, was: “AI is inherently designed to be frictionless. [In order to create top-level work] You need someone to disagree and challenge you instead of simply being compliant.” They were advocating again for the need for humans in this process, because without rigorously exploring, testing, reflecting and refining the work will never be as good.

I came away with a burning question that I’d wanted to ask the panel, but sadly there wasn’t time when I put my hand up…

What it means to be an AI Native Studio

Benjamin mentioned that 3.11 Labs are an ‘AI Native Studio’. Several of the other studio owner attendees had similar positioning. But at one point Benjamin mentioned that he didn't like work being demarcated as "made with AI", much like you wouldn't normally post a piece of work and say "this was made with Photoshop".

This got me wondering, if that’s the case, why have an ‘AI Native’ positioning statement for a studio rather than simply being ‘a creative studio’ because this is surely the equivalent? If the modern approach to creative pipelines and systems is a blurred mix of the typical processes that we know, blended with new AI possibilities, does there need to be the AI native hallmark in the positioning, now or in the future? I found this interesting because Valentin’s studio is positioned as a creative studio, without the AI label. 

A question for Benjamin or Valentin, I would be interested to hear your thoughts on this.

Designing a systems thinking approach

In general, I found the event really well conceived and executed. The mix of speakers covered several different areas of the industry where AI creative work and conversations are prominent - small studios, big agencies, and education. Whilst it was all really AI positive, I came away feeling that every person was championing the methodical and intentional deployment of how we use it. At no point did I feel that there was a lack of commitment to retaining the core principles of how we should produce our work - creativity, care and craft. 

Final touches and thoughts

As an extra side note, I thought the handout was an excellent touch. There was so much value and consideration put into it - I’ve included a couple of photos in this post. The page that stood out to me most said:

“A single Al image is no longer a thing. A single Al film is no longer a thing. What lasts is the system that produces them, the bible that defines them, the team that operates the bible. Brands buying standalone assets are buying a depreciating asset. Brands building systems are buying a moat.”

I love this because it’s actually a bigger statement that I believe is relevant to the way the motion industry has shifted when delivering client work, whether that’s via an AI-enhanced or typical approach. A standalone asset doesn’t present the full potential value for a client anymore. 

What’s needed is a systems-thinking mentality where the strategic decisions are pored over early, so that there is cohesion and purpose throughout production and execution. That standalone asset then becomes a small part of the wider deliverable list that offers far greater value, longevity, and invariably impact for the brand. This approach is akin to how we work at Buff, and so it was nice to hear this echoed across the themes of the event. 

My last side note… I’ve also included a photo of a ridiculous crêpe that I got from Marché des Enfants Rouges.

A huge thanks to Benjamin for the invite and to all the event speakers:

Sybille de Saint Louvent✌️

Bastien Baumann 

Sam Hofman

Carson Lee + Ethan Proia

Valentin - SERVICES GÉNÉRAUX

Kyle Bañuelos + Adam Paikowsky

Dr. Giovanna Graziosi Casimiro

©3.11LABS

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TL;DR: At the CRAFTED Paris 2026 summit, the consensus was clear: AI isn't replacing human creators - it’s enhancing them. The best creative work still requires human taste, friction, and art direction. Ultimately, the future lies in building strategic, AI-integrated production systems rather than just churning out standalone digital assets.

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