What AI Revealed About the Creative Process

AI just did creatives a massive favour.

As AI spreads across business systems, it's inviting others to peek behind the creative process curtain. Expecting to find a clean, logical process. Something neat and repeatable.

But anyone who's worked in a creative team knows what looks obvious in hindsight rarely was at the time.

Creativity isn't a checklist. It's not linear. And it can't be automated away. Ideas don't come from A + B = C. They come from wandering, experimenting, failing, and making unexpected connections.

It's why art directors often won't touch the design work themselves. They respect it too much. They know that trusting a great designer leads to stronger work.

Now that AI has given everyone a glimpse under the hood, the mystery is starting to fade.

People are beginning to see: Creativity isn't just making it look pretty or coming up with tag lines.

It's about creating something interesting enough to capture attention. And memorable enough to stick.

That requires combining intuition, experience, and a desire to explore paths that might lead nowhere.

It's an imperfect process that no software code is even close to cracking.

Rick Rubin says: "You can't make art with someone else in mind."

I'd add: You can't make creative with someone else's mind.

AI can support the process. It can enhance it.

But it can't do it for you.

Now everyone's looked behind the curtain.

And maybe, finally, they’ll begin to understand why.