At a recent TIME100 Talks panel in Cannes, executives from diverse industries—including Nespresso, Luma AI, Philip Morris International, and Publicis Sapient—discussed how artificial intelligence is reshaping creativity in their companies. They emphasized the vital synergy between human insight and AI technology, highlighting that AI enhances human capabilities rather than replaces them. For example, Nespresso utilizes AI to deepen customer engagement by personalizing the coffee experience via its app. Leaders noted a growing curiosity and willingness among younger, AI-native workers to experiment and learn continuously. They also stressed the importance of investing equally in AI tools and human talent to unlock true creative potential. While AI can analyze vast data, it cannot replace the nuanced understanding gained from direct human interaction. Overall, AI acts as an amplifier for creativity when coupled with human intuition, agility, and thoughtful risk-taking in the workplace.
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