AI and the Creative Process

On Wednesday, I attended the Pacific Northwest Creatives Summit in Victoria, as a panelist on a discussion titled “AI for Creatives: Smart Use, Real Risks, and What’s Next”. Here’s how it was framed:

“AI is speeding up creative work—but the effort isn’t disappearing, it’s shifting. From decision-making and authorship to ethics, accuracy, and accountability, what actually gets harder when the tools get easier?

This panel explores how AI is being used across creative work—from writing and design to marketing and admin—alongside the real risks: misleading outputs, privacy concerns, and growing pressure to “keep up.” We’ll also unpack what’s coming next, including new regulations that make AI disclosure a legal requirement, not just an ethical choice.

A grounded, honest conversation for anyone trying to use AI thoughtfully.”

Moderated by author and presenter Sean Rodman, a great conversation was had! We touched upon a huge array of aspects and subjects, ranging from ethical and environmental to societal, financial, and legal impacts. To my delight, the people in the audience were not holding back during the Q&A portion and asked us some challenging questions.

These impacts are being discussed a lot right now. They’re all very important, and the circumstances keep rapidly changing. As with many innovations, the governance component is lagging behind, but legislation will come into place this year. You will hear more from me about what that means.

But aside from all that, this was an opportunity for me to reflect on the use of AI in the creative process in my personal practice.

I no longer use AI in my creative process. Fellow panelist Casey mentioned something about AI removing friction from the creative process. But I am a firm believer in that friction is essential, actually, in creativity: Friction slows you down enough to think, creates exploration, forces decisions, and allows for “happy accidents” to occur.

Here’s a personal anecdote: Some time last year, I got it into my head that I needed to learn to skate and play hockey. To make sure that I keep going when things get difficult, I came up with little incentives to “earn” along the way: come up with my own team design, create a logo, make a puck… get a custom jersey, get a really cool photo taken, and then make a hockey card in a vintage or contemporary design style to display in my home. So – it’s 2026, I can just upload my face and generate 100 different hockey cards in seconds. But that’s not interesting to me, that’s not the point.

We always talk about the journey being as valuable (if not more) as the destination. Now we have a “machine” that allows us to cut out the journey entirely and arrive at the destination instantly – what are we losing in the process?

I’m about to be that person and bring up that famous NASA quote (originally by JFK): “We chose to do it […] not because it is easy, but because it is hard”.

I don’t mean to say that there’s no art without suffering; I am saying that the value of creativity lies in the creating as much as in the creation. It is the creating that builds experience and identity, that creates space for perspective and reflection and growth, and that leaves room for human connection.

With my thanks to:

• Sean Rodman, storystudio.ca
• Radhika Graham, radoccasions.ca
• Brittney Ashley, brittneyashleycoaching.com
• Humaira Ahmed, besthuman.io
• Casey Milone, caseymilone.com
• Fiona Bramble and the rest of the PNW Creatives Summit team!