At the latest edition of the Sónar festival in Barcelona, we were lucky to give a talk about everything we’ve been learning while developing Keynema. The talk, titled “Can AI make my laundry?”, is partially available on the Sónar 2024 website. The title, obviously ironic, posed an important question: who should handle repetitive tasks, and who should own —and enjoy— the creative decisions? Beyond whether a machine can do laundry —which it already can—, the discussion focused on how we engage with technology to automate processes without losing the human touch. You can find more details about the event here.
In the audiovisual world, where every decision shapes the identity of a project, this idea is especially relevant. Can artificial intelligence design a film, choose a character’s wardrobe, or decide whether a house should be built physically or rendered in CGI? From our experience, the answer is clear: no, humans do it much better. But what AI can do, and where its true potential lies, is streamline tedious processes so that creative decision-makers can focus on what really matters.
The Coca-Cola Example and Lessons from Relying Completely on AI
This year’s Coca-Cola holiday campaign, created entirely with artificial intelligence, has sparked significant criticism. Unlike the iconic 1995 ad, this new version lacks authenticity and emotional connection. Why? Because delegating complex artistic decisions to an image generator like DALL·E may be efficient, but it sacrifices the human nuances that turn a functional piece into a memorable experience.
The 1995 ad wasn’t just a parade of illuminated trucks; it was a cultural symbol. Every detail —people’s expressions, snowy landscapes, carefully crafted gestures— conveyed humanity and emotion. In contrast, this year’s commercial, while technically advanced, feels generic and disconnected. You can watch a video about the controversy and a comparison to the 1995 version here.
Keynema: AI as a Copilot, Not a Substitute
At Keynema, we believe that technology should support, not replace, human creativity. Our platform is designed to be a copilot that assists with logistics, not a substitute that makes decisions. Every audiovisual project is unique, and the decisions shaping it —from materials to visual narratives— must reflect that uniqueness.
Planning a budget, breaking down a script, or coordinating teams aren’t mechanical tasks; they’re creative processes. Every dollar allocated represents an artistic choice. How you imagine a scene or define a character directly impacts how the project’s logistics are structured. That’s why at Keynema, we avoid one-size-fits-all solutions. While some production companies might think algorithms can organize teams or create standard budgets, we know that every script, every artistic vision, and every team of professionals requires a tailored approach.
Conclusion
The Coca-Cola case demonstrates that relying solely on artificial intelligence for creative decisions might be efficient but can also detract from authenticity and emotional connection. At Keynema, we work to ensure that technology is a support tool, never a substitute. Our goal is clear: automate the tedious so that people can shine in what they do best —create.
Remember, you can request a beta version on our main page: Keynema.com.