Integration of AI in the creative process

In this interview, Kayo Zhang, Creative Director at Magnet, explains how his agency is integrating AI into their creative process to enhance efficiency and spark innovation while navigating legal and regulatory challenges.

She shares her enthusiasm for technology and outlines the practical applications of various AI tools in content creation and production.

0:00
Kayo Zhang: My name is Kayo Zhang, and I'm the Creative Director at Magnet, a New York City–based creative agency. I've loved tech for many years—I joined Microsoft and a tech design startup during my gap year before grad school—and those experiences laid the foundation for my work today.

0:30
Kayo Zhang: These early experiences accelerated my adoption of AI and helped me build my career. Today, as Creative Director for Tech Brands at Magnet, we manage content strategies, productions, and more for major tech brands, while actively identifying ways AI can streamline processes and enhance creativity.

1:00
Kayo Zhang: We provide data-driven insights, but at this stage we're mostly testing AI internally rather than applying it to all client projects because of varying regulations and legal compliance. It's not about how much our clients ask or what we can do; it's about the bigger picture.

1:27
Kayo Zhang: On legal and regulatory matters—beyond marketing and content—we even run an internal AI boot camp. Everyone in the company tests AI tools weekly, and we share insights on what works and what doesn't.

1:56
Kayo Zhang: This collaborative effort is teaching us to learn and adapt quickly. Unlike major companies with dedicated AI departments, each individual contributes in their area, and by sharing these experiences, we can brainstorm new ideas together.

2:25
Kayo Zhang: This collaborative approach improves our overall process. In my department, with a blended background in production and creative, I've been using AI across pre-production, production, and post-production. For example, I've experimented with generating reference photos.

2:51
Kayo Zhang: Although many generated photos don't make it into the final deck for clients, the tools have been extremely helpful in translating our ideas into a PowerPoint or document. They assist with brainstorming and visualizing concepts.

3:21
Kayo Zhang: AI gathers data, analyzes it, learns from it, and then creates something new. However, everything generated is based on existing information. The creative process remains key to content creation—a unique human talent.

3:51
Kayo Zhang: We think beyond conventional boundaries, learning from diverse perspectives to enrich our creative ideas. The focus now is not whether AI should be part of the process, but how we can best utilize it under current regulations.

4:25
Kayo Zhang: We must operate within regulations and policies while maintaining transparency and privacy. For many clients, as I mentioned earlier, it's less about adapting to AI and more about aligning with the legal strategies their teams have developed for the bigger picture.

4:55
Kayo Zhang: Beyond marketing, clients frequently ask about the best AI practices we've tested and how they might apply these strategies internally. While more people are starting to integrate AI into their workflows, we remain cautious until regulations are fully established.

5:27
Kayo Zhang: We’re still in the learning phase and equipping ourselves until regulatory clarity emerges. Personally, I'm passionate about technology—I’ve been studying it since my very first job—and I’m excited about the huge impact it will have on the industry.

5:59
Kayo Zhang: I don’t believe AI will replace creativity; rather, it will enhance it. Content creation always combines creativity with execution. If AI can optimize the execution part through powerful tools, it frees us to focus on storytelling.

6:30
Kayo Zhang: When execution is efficient, we can focus our energy on creativity to bring better stories to life for brands, ourselves, and society. As a heavy AI user, I start every project by searching for tools that improve efficiency.

7:02
Kayo Zhang: I experiment with new AI tools out of passion, aiming to develop more efficient workflows—both professionally and personally—so I can enjoy more quality time with family and friends.

7:29
Kayo Zhang: Regarding specific AI tools, there are many designed for various niches. The most common ones I use include MidJourney, Runway, Pika, GPT, Cloud, Gemini, and others. Each large language model, like GPT and Gemini, has its unique strengths and weaknesses.

7:59
Kayo Zhang: For example, when researching a topic, I use three different models to leverage their distinct functionalities and perspectives. This approach ensures I gather comprehensive information.

8:22
Kayo Zhang: I also learn a lot from social media platforms like TikTok, YouTube, and Instagram. Their algorithms understand our interests, so as I browse, I effortlessly receive demos, short videos, and news on the latest tools.

8:47
Kayo Zhang: Whenever I'm tackling a specific project, I conduct research to find the most advanced tools and insights. Working with major tech brands is also a learning process, as I observe how they position themselves in this evolving revolution.

9:15
Kayo Zhang: All of these experiences help me learn more about AI every day. Even though we sometimes tire of hearing about new tools, they are designed to assist us, and we must find ways to integrate them.

9:46
Kayo Zhang: We should work cautiously, with proper regulations and policies in place. [Music]