Spotlight AI

2023-07-27 00:00:00 2023-07-28 00:00:00 America/Toronto Spotlight AI Join us for a full day of sessions on AI for the digital creative industry. Online FITC ET Online



For the last century, design and creative work has focused on driving transformation by making things; making something new, valuable, desirable, provocative, or beautiful. We’ve honed our skills to do what UX guru Jared Spool calls “the rendering of intent”. We’ve built careers and businesses on it, and created global movements with our creative chops. And now in a few short years we will be outpaced by the machines. They will render intent and generate outputs better than we ever can. In many cases they already are.

What happens when our ability to render our intent – to “make” creative outputs – is outdated and outmoded? That is the question we need to answer – and asking questions is the new terrain for creative professionals in the age of AI. In a world where a machine can provide every answer or output possible, our ability to ask questions becomes our new superpower for bringing human intent into play. Better questions create better answers, and better designs. That’s our new creative frontier.


This talk will help creative professionals with the creative work of identifying, framing and describing problem spaces so they can direct machines to generate different types of desired outcomes.

Five Things Audience Members Will Learn

  1. Where we’re heading in out relationship with intelligent machines and AI
  2. Conversation Theory and why it matters to creative work today
  3. The relationship between questions (problem space definition) and directions (prompting)
  4. How to iterate on questions to improve your work
  5. Examples of practical tools (Desired Outcome Framework, Rumsfeld Rules Matrix) to help with problem space framing and question development.

Target Audience

Practicing creative professionals who are looking for ways to improve their ability to do collaborative work with intelligent machines and AI.