Matan Cohen Grumi is a multifaceted creative skilled with a wealthy background in various fields. Currently, he serves because the founding creative director of Pika, an AI-based creative platform. In his role at Pika, Matan leads the marketing video efforts, specializing in developing recent approaches to storytelling and visual content creation using AI technologies.
Matan has extensive experience within the promoting industry, with over twenty years of experience leading creative and production teams. He has directed television commercials for international brands corresponding to Adidas, P&G, Nestle, Sabon, and Columbia. Moreover, he has worked as a creative director and campaign production manager for Israeli Prime Ministers Benjamin Netanyahu in 2015 and Yair Lapid from 2019 to 2022.
Matan is thought for his revolutionary use of AI in creative projects, which has made him a outstanding figure within the international AI and inventive communities.
You might be a creative director and industrial director with over twenty years of experience leading and creating promoting work for countless clients and categories. Are you able to share some insights on how your role has shifted inside an AI focused company?
After I first tried Pika for the primary time a couple of 12 months ago, I used to be fascinated by the technology and immediately began experimenting with it. The initial challenge was to generate clips with real emotion, which Pika excelled at, and this drew me in. Creating compelling videos with AI requires a shift in approach. After 20 years of doing it a certain way, adapting could be difficult at first. Nevertheless, once you discover your voice and create with the assistance of AI, the limitless possibilities make it hard to let go.
As AI continues to evolve, how do you see the role of creative directors and other creative professionals changing? What skills do you think will turn out to be more necessary in the long run?
We’re witnessing a revolution that provides creative professionals more ways to visualise complex and inventive ideas, enabling us to try crazier concepts. The benefit of execution allows us to visualise more ideas and curate the perfect results, opening a world of creative possibilities.
Are you able to elaborate on how Pika’s AI collaborates with human creators? What processes do you have got in place to make sure that creativity flourishes alongside technological innovation?
Pika is a tool that helps users visualize their ideas, making it easy for everybody. Every video created on our platform is a collaboration between the person with the thought and our technology that brings it to life. All of it starts with an individual and an idea.
How do you foresee AI video technology like Pika’s impacting cultural expressions and storytelling across different societies?
As creating stunning videos becomes easier, our platform will enable tens of millions of individuals to visualise their ideas in video form, much like how cell phone cameras democratized photography 15 years ago. This accessibility will significantly impact cultural expressions.
Given your extensive background in traditional media, how have you ever adapted storytelling techniques from TV and branding for AI-driven platforms? What unique benefits does AI offer in transforming these narratives?
The major advantage is the sense that anything is feasible. For the primary time, we now have a tool that may transform any idea into a surprising visual from text. This looks like magic to me, even after two years. Great ideas can now be easily executed, which remains to be amazing
What role can AI play in democratizing content creation?
As I discussed, AI makes the visualization of ideas quick and practically free in comparison with traditional methods. This democratizes content creation, allowing anyone to bring their ideas to life.
How do you retain your team inspired and revolutionary in a field that’s as rapidly changing as AI? Are there particular strategies or practices that help maintain high levels of creative output?
I draw inspiration from unexpected places. Creativity often involves connecting unrelated dots in a way that is sensible. This approach influences our marketing strategies and product development. As more corporations enter the sphere, it’s crucial to face out and differentiate ourselves.
Looking ahead, what emerging trends in AI do you expect will most importantly influence the collaboration between AI and inventive professionals over the following five years?
It’s hard to predict, but AI will proceed to empower creative professionals. Nevertheless, I consider that the human touch and talent will remain essential to rise above the large amount of AI-generated content. The democratization process is incredible and can foster a brand new generation of talent, however the pursuit of latest art forms that encourage us will all the time drive creativity.
