GENAI FROM THE FRONTLINES

Sydney GenAI-focused creative studio The Lost Futures and global creator agency Genero are seeking to combine forces to author a series of educational works, breaking down all of the challenges and benefits to using GenAI in creative workflows.

Drawing on The Lost Futures extensive work with GenAI for campaigns with Crocs, Lenovo, AMD, Cadbury, and many more, we go deep into the realities of integrating GenAI in a production stack.

What We’re Building

A co-branded mini-masterclass and creative framework designed for Genero’s global network of 110,000+ creators, partner agencies and brands.

The series translates real-world experience from high-intensity brand collaborations: Crocs, Lenovo, AMD, Cadbury, into practical systems for working with AI at scale.

1. The solution (and problem) of GenAI

In this section we dive deep into what GenAI does brilliantly and what GenAI does terribly.

We look at a wide range of integrations of GenAI into the creative workflow, and discuss how to navigate feedback loops, revisions, and authorship when AI joins the team.

We also drill into the navigation of the wildly changing and amorphous nature of GenAI, and how to stay abreast with the latest developments without overwhelm.

2. LESSONS FROM THE FRONTLINE

While GenAI is a product of rapid technologic evolution, the primary concerns for creatives and brands using the tools are ethical, legal, cultural and societal.

While some creatives and brands alike boldly bring themselves into the GenAI revolution, there’s also a massive societal resistance against the technology, with the main talking points centering on fears of GenAI usurping entire creative industries, and the ethical dilemmas around the development of the technology itself.

So what should creatives and brands be prepared for in terms of potential blowback from the consumer?

What kind of legal outcomes could eventuate, and how do creatives and brands guardrail themselves to ensure their products and displays are lawful?

3. BUILDING THE FRAMEWORK

In this module, we build out a robust and replicable framework that allows GenAI into the production path.

We ask, and answer, a range of all important questions, namely:

  1. How are creative pipelines built with GenAI if the technology itself is still very much in infancy?

2. What tools are best for different applications and creative results?

3. How can you possibly rely on a creative tool that by its very nature, is absurdly chaotic and unwieldy?

4. How do creatives and brands refine their processes and turn their GenAI outputs into seamless, quality work - and avoid the infernal ‘AI SLOP’ tag from consumers?

4. The Future Studio

In the final module, we look to the future and discover how creative departments can evolve into hybrid human–machine systems without losing their soul.

We look at the enormous potential of entirely new industries comprised of lean, muscular micro-studios operated by sole individuals and small teams, and how this agility can lead to swift, cost effective campaigns.

We also discover that the ‘jack of all trades, master of none’ will become the new industry gurus, and how the nature of creative work is about to drastically change.

ASSET BUILD

We have a wide range of options in regards to our content offering, including but not limited to:

  • Downloadable/transferable mini-ebook in PDF or Kindle/Tablet form

  • 4 part video content series

  • Podcast style audio episodes hosted by The Lost Futures founder Luke Burton and the Genero Team

  • One panel social posts

  • Bite size interstitials

  • GDN/OTT display media