It might be smart, but AI won’t give you goosebumps
From hand-crafted design to the desktop publishing revolution, Hulsbosch creative director, Mikey Hart, reflects on his journey of creative transformation and writes while AI may be the latest challenge to the industry, human creativity has always thrived at the edge of change.
Everyone is busy debating the ‘what ifs’ of AI, where it’s heading, and whether the revolution’s already arrived. The conversation either paints AI as a creative miracle, or the start of the apocalypse, with not much nuance in between. But this isn’t our first reckoning with change. Creativity has always lived on the edge of disruption, and through every new wave, we do what we have always done: adapt, reimagine, and keep making work that moves people.
As a lover of art and design at school, I knew exactly what career path I wanted to pursue. Aged 16, I enrolled in a graphic design course just outside London. It was one caught at the edge of a huge shift, balancing traditional skills with emerging technology with the desktop publishing revolution smack bang in the middle of it.
In my first year, everything was done by hand. Lettering, typesetting, layouts, all drawn out, physically pieced together. It felt like craft because it was craft. And more importantly, we were being taught how to think, not just how to make things. We learnt to be intentional and consider how an idea could connect emotionally with an audience.
