My own journey with AI started over a decade ago, working with automotive clients on a research project about whether machines could be creative. What we found was unsettling—and inspiring.

We published a white paper.
We talked about it at SXSW.
And the conclusion stuck with me:

“Human creativity may be on the brink of massive disruption—and we may need to redefine its purpose.”

That’s why I’m doing this.
Not to defend the past, but to build something better.
To create the future we actually want.

I’ve spent my career exploring creativity in all its forms—branding, advertising, design, and experiences. I’ve worked with incredible teams and big brands, chasing new ideas and bringing them to life in the real world.

But the creative world is changing fast.
AI isn’t a concept anymore—it’s a tool we’re all reckoning with.

And like a lot of people, I’ve been asking myself:

• Will AI make things easier or just more generic?

• Can machines ever really understand emotion, nuance, or culture?

• What’s our role as creatives in a world where anyone can generate content in seconds?
  
  For Breakfast is my way of making sense of it all—by talking to people who are already figuring it out.