Re:Create Q&A with Julia Krantz

How do you use AI in your work?

 We use AI across a wide range of creative projects. But since we're a genuinely curious bunch, we're constantly experimenting with how AI can amplify and improve everything we do. That also captures a role I find really fun to be in. What is achievable today, and what can we do tomorrow? It's always about finding the right balance between human and machine, and understanding what that balance looks like in each process without compromising creative quality or the ability to hit on something truly interesting. But also about creating things that simply couldn't have been done before, given the same conditions.

Why do you use AI?

For anyone with a creative background, seeing the speed at which image models can take you from a thought to an image, a video, or even an agent, it's pretty incredible, even when you're working with it every day. And when you start weaving your way of working, thinking, and sketching together with an AI model, you get further in less time. Remove all the hard stops and the manual slog that traditional production involves, and you also open up space for more creative risk. It's not just the production method that changes, the whole process of testing and developing ideas becomes something else. And it's an incredibly fun way to work.

What is working well?

That we're actually pulling it off. We're delivering things that are entirely produced with AI, that clients like and integrate into their brand. Sometimes I sit down with creatives who haven't worked with AI before, show them how they can use it, and they suddenly have that aha moment. It’s like a light switch.

What are the challenges?

Everyone working with AI at Kurppa Hosk has a creative background, whether it's design, photography, or something else. AI models are available to anyone; you can feed in a prompt and get an okay image. But sitting with a major communication brief or developing a visual identity is something entirely different. That requires a creative eye, the ability to position a brand, and hitting a nerve. Left to make its own decisions, AI is still a bit like a wobbly two-year-old. So it's not just about putting the right person behind the wheel, it's also about striking the exact right balance of human thinking and direction in every creative process. And at the same time, we're in the middle of a pretty significant shift. A lot of the AI transformation isn't about the technology itself, but about people, organisations, and identity. Every organisation has to define what role AI will play for them specifically and navigate the often messy road that gets them there.

What advice do you have for colleagues in the industry regarding the application of AI?

Don't fall into polarised narratives. It doesn't all have to be either entrepreneurial disruption or the end of the world. With any new technology, you can always stop and ask yourself: what do I like about this, and what don't I? If you're in a creative role today, stay curious and think about what you'd like to do more of and less of in your job, and how AI can take you there.

kurppahosk.com
juliakrantz.com

Get the latest news from Re:Create delivered straight to your inbox