Mention AI in an industry conversation and people nod along, everyone agrees it’s important, just a tool and isn't going anywhere. But across the Uncut interviews we recorded for season one, our guests thought differently about what AI actually changed, and where the real risks lie.
Rosh Singh, who runs the creative technology studio Astral City, thinks most of the industry is looking in the wrong direction. The obsession with using generative AI to knock out ads and shortcut production he calls “a race to the bottom.”
“It’s beautiful, and it’s brilliant what we can do with technology,” he says. “I think that’s potentially a red herring.” A brand still commissioning “an AI project” now, in his view, “is a dumb decision, because that’s not the point.”
