In 2022, generative AI platforms took the world by storm, leading a technological and design revolution that promised new ways of creating.

This short film takes the viewer back through time to help us understand how the adoption and adaptation of creative tools is a phenomenon as old as humanity itself.

A SPACE10 film made with video journalist Joss Fong, designer Áron Filkey, and a little help from AI, Creativity in the Age of AI won Gold in Runway’s first-ever AI Film Festival in 2023. The festival celebrates the artists working at the forefront of AI filmmaking.

The film questions what role AI should have in the creative process, and what the history of creative tools can teach us about the future. Sharing details of an experiment combining generative AI with vintage IKEA catalogues, the film proposes the possibility for brands to create new collections from visual archives, while highlighting how human curation is still required to make decisions of whether concepts are good and should move into further development.