Not Aifraid.

Edward Mills interviews , Creative Lead of The Refreshment Club™ & Founder of School of Future Fundamentals.

In this edition of Dialogue Edward Mills, the Dean of School of Future Fundamentals, chats with Onur Keçe Founder of The Refreshment Club & SFF about his perspective and experience with generative AI, and the, “Do I or Don’t I?” dilemma, a question that is looming large with creatives everywhere.

Edward Mills (EM): Onur, obviously there are a lot of debates surrounding AI - what are you hearing, what’s your take?

Onur Kece (OK): Authenticity, in the creation is a topic of many conversations that I am seeing, as well as the impact into creative jobs, very relevant points that I used to debate about too. However, my perspective has evolved since I started working with AI.

Image Created for Zalando, Zeitgeist trend report.

Edward Mills (EM): For someone who grew up in a world before AI, how did you first become introduced to AI and then, one of its biggest champions?

OK:As a creative person drawn to multi-sensory design, I've always been a fan of the tangible—the ideas and designs we can touch, feel, smell, and hear. At first, AI seemed distant, abstract, and almost irrelevant to this world. It wasn’t until my friend Cyril, the founder of Maison Meta, opened my eyes to AI's potential through the work they were doing that I started to see things differently. Curiosity soon turned into obsession as I began to explore how these new tools could help us push creative boundaries and execute our ideas in new ways.

EM: As someone who now sees the potential of AI, how do you see it reshaping creativity in the industry?

Topical Haloween Campaign for Casper.

OK:Recently, I read an article on Bain.com(1) that revealed that around 50% of brands in the luxury sector have adopted Ai solutions for business operations and CRM, yet only 5% are using Ai in the creative process.

This was both surprising, because it shows how many are still hesitant to embrace AI creatively (or at all), and exciting, because we have already seen the positive impact that an AI-inclusive approach is bringing to our clients.

Working with AI brings a new approach to strategy and the creativity, it’s so much more than just an executional tool. I believe this new technology will bring a fundamental shift for the entire marketing and communications ecosystem, reshaping roles, rethinking methodologies, and redefining the creative process itself.

(1)

https://www.bain.com/fr/insights/luxe--technologie-2024--IA--la-revolution-discrete/

EM:How has your creative process changed? Can you give some examples?

OK: Having the AI tool box at hand is transforming how we work with clients by making us more agile and creative, while eliminating typical agency bottle necks.

The difference between a good agency and a great one often lies in the clients who embrace disruptive new thinking. With AI, we can present ideas that are closer to the final product, instilling greater confidence in our clients and enabling them to move forward with more certainty. This shift will undoubtedly shape the future of the industry toward more versatile and impactful ideas.

One example is topical campaigns. AI-enabled execution is particularly effective for topical campaigns, allowing brands to have a timely voice on cultural or trending topics. In the past, clients struggled to seize these tactical opportunities due to budget constraints and extended timelines, but we’ve now overcome those limitations with our advanced workflows.

Our creative process to how we communicate with clients have evolved with technology, enabling us to spend more time on ideation rather that rationalization.

Topical Olympics concept for Rimowa.

Topical Olympics concept for Chipotle.

The ‘Historical Monuments of Paris’ Campaign we developed for Soco Paris, a Parisian handbag brand from 1932.

EM: For someone like me that doesn’t know much about the tools and workflows it seems like you’re taking a mechanical engine out of the car and placing an electric one - if so where will that leave the mechanics?

OK:Nice analogy! With new ways of working, change is definitely required to get the best outcomes. What we're finding is that part of our job now is to work closely with teams to create workflows and processes that align with how their business operates across marketing, communications, and product development. It’s not about replacing the "mechanics" but helping them adapt to this new engine, so to speak.

When both parties speak the same language and fully understand the processes, everything runs much more smoothly—like a well-oiled machine. AI doesn't eliminate the need for human expertise; it enhances it by freeing up time for more strategic and creative work. The shift is in how we work, not in who’s working.

Animated product still life campaigns

EM: Any last thoughts?

OK: Change is inevitable, and while it's essential to stay rooted in our human approach, I’m always curious about new technologies and processes that help us adapt to the future. But for me one thing is certain—a sensorial human connection isn’t something AI threatens, so I’m not worried about creativity and ideation being taken over by technology.

This brings me to a question for you, as an artist that creates even his paint and paint brushes from scratch, how are you looking at AI? How will it change your art, or have you smashed your computer?

EM: Nice one. Art for me is about smashing things, for sure! But that goes for standards, conventions, anything really, in order to come up with something new. AI can definitely do that. I won’t be giving up working with my hands and making everything I can, but I am looking for ways for AI to help me accurately express how I feel. In the end it’s a tool.

Brand Information

Audience Strategy

Campaign Focus

Trend Analysis

Audience Alignment

Campaign Ideas

Action Plan

Error