At the Panoramai AI Summit, Pierre Esparsa, AI content Producer & Trainer at Narrae Studio, provided unvarnished insights into AI's impact on creative workflows. Drawing from his direct experience in advertising and content production while training creative professionals, he revealed the gradual but persistent displacement occurring across the industry and the strategic responses required for survival.

The Lukewarm Revolution

Esparsa characterized current AI adoption as deceptively gradual: « For the moment, you haven't seen a lot of ads in AI, because there is no professional today who wants to be the first to shoot ». He described the current state as « lukewarm water », emphasizing how this measured pace makes the disruption particularly insidious as professionals wait for others to take the lead.

Employment Displacement Reality

He provided stark evidence of workforce impact: « Every two days, I have a new resume of someone who works on set, a designer, photographers, DP's ». The gradual nature concerns him most: « What we see is actually happening very slowly, and that's also what's most frightening, isn't it? In fact, it's not even... it's very refined, the way it's progressing ».

Industry Fragility and Collective Action

Esparsa highlighted the precarious dynamics within creative industries, noting how interconnected the ecosystem remains. He observed that the advertising sector's hesitation stems from understanding that any significant shift could trigger broader changes, creating a delicate balance where everyone waits for someone else to make the first decisive move toward full AI integration.

Creative Response Strategy

His solution involves pushing for narrative innovation: « We need better ideas, we need to stop doing the same things, because if we keep doing the same things, that's why the AI will replace everything. Let's do new things. Let's look for people's stories ». He advocates for exploring « other narrative arches, other types of stories » rather than competing on efficiency.

Human Curation Value

Esparsa positioned human creativity as irreplaceable in content curation: « I think that we, as human beings, always need other human beings to be the curators of our experiences. People who will be mandated by collectives to say, if we have the ability to see everything, to do everything, well, there are people who will impose their stylistic path ».

Copyright Evolution

He offered a pragmatic view on intellectual property protection: « For me, it's the speed of execution that will become the new copyright. That is, the ability to create, create, create, create, create, create. You reused my thing, it's a tribute ». This represents a fundamental shift from legal protection to competitive velocity.

Global Creative Democratization

Esparsa expressed optimism about AI's potential to level international creative playing fields: « My vision is that the AI behind it will also allow many other countries to level up and to come and create content that will also be very, very interesting ». He warned against European insularity: « If we don't start talking to these new arrivals, we still have this mentality, I think, sclerosis ».

Existential Industry Questions

Looking forward, Esparsa anticipated both disruption and opportunity: « We're probably going to be disgusted by a lot of very bad things, because it's going to happen very quickly, it's going to happen very strongly. But it may be the right opportunity to clean up ». He connected this to broader social questions: « To ask the real questions about bullshit jobs, about the way we still hold a certain privilege in this world ».

Technology Perspective

Drawing parallels to previous predictions, he maintained measured expectations: « I thought that 3D printers were going to revolutionize factories. And in fact, not at all. And I think that for AI, it's a bit everywhere. It's going to change a lot of things ». This suggests evolutionary rather than revolutionary transformation in many sectors.

Key Achievement: Pierre demonstrated how creative industry professionals can navigate AI disruption through strategic innovation focus, speed-based competitive advantages, and global perspective while acknowledging the gradual but persistent nature of workforce transformation in advertising and content production.