Scaling creativity in the age of AI

Storytelling is core to humanity’s DNA, stemming from our impulse to express ideals, warnings, hopes, and experiences. Technology has always been woven through the medium and the distribution: from early humans’ innovation of natural pigments and charcoals for cave paintings to literal representation by the camera. The landscape of storytelling continues to shift under our feet.

Social and streaming platforms have multiplied, audiences have fragmented, and our demand for fresh, unique media is insatiable. A recent McKinsey podcast cites that we are watching upwards of 12 hours of video content daily, often on multiple devices and multiple platforms. All this content is expensive to produce: With a baseline budget of $150M, a Hollywood feature runs $1M per minute of finished film; prestige streaming content is in the hundreds of thousands per minute. And since consumers want to engage with authentic, original material , every company is now effectively a media company. That means we all face the same pressure: more content, with the same time and budget constraints. There is no longer a question whether to use AI for content; the math doesn’t work any other way. What leaders need to focus on now is how to adapt responsibly, protect brand integrity, uplift team creativity, and build customer trust. A few things worth holding onto as this era accelerates: AI amplifies what’s already there, both good and bad. Responsible adoption means knowing what’s in your tools and models. Provenance and transparency are the foundation, not the finish line. Scale without taste is just noise. Investing in your team’s judgment is what makes more content matter.

Key points

• Social and streaming platforms have multiplied, audiences have fragmented, and our demand for fresh, unique media is insatiable.
• A recent McKinsey podcast cites that we are watching upwards of 12 hours of video content daily, often on multiple devices and multiple platforms.
• All this content is expensive to produce: With a baseline budget of $150M, a Hollywood feature runs $1M per minute of finished film; prestige streaming content is in the hundreds of thousands per m…
• And since consumers want to engage with authentic, original material , every company is now effectively a media company.
• That means we all face the same pressure: more content, with the same time and budget constraints.