AI and the risky business of using it wisely

At this year’s FBIF conference in Shanghai, Imagination Riot’s Creative Director, Andy Reynolds, took the stage alongside Nuno Alves to explore one of the most urgent topics shaping our world today: AI in the creative industry.

With his trademark mix of storytelling, wit, and brutal honesty, Andy argued not against AI itself, but against the unwise use of it. Opening with tales of surfing, sharks, and near-death experiences, he positioned AI as perhaps the riskiest ride of all — not because of the technology itself, but because of how humans might misuse it. “We’re better at inventing tools than using them wisely,” Andy warned, echoing Yuval Harari.

Through compelling case studies, from the now-iconic Tmall cat to the award-winning Figlia olive oil identity, Andy built a case for the irreplaceable power of the creative journey. He explained how AI might accelerate output, but risks short-circuiting the process that gives creative work its soul. “Great ideas come from play, from failure, from time. If we rush to the destination, we miss the magic of the journey.”

Nuno Alves, a seasoned global brand and design leader, shared a complementary perspective: that while AI will become a permanent fixture in creative work, its value depends on how it is balanced with human imagination and craft. Together, the discussion gave the audience both a warning and a call to action: embrace AI, but do so with wisdom.

At Imagination Riot, we believe AI has a role to play, but only when used responsibly. By combining technology with imagination, empathy, and craftsmanship, the creative industry can unlock its full potential — without losing its soul.