My interview with VistaCreate at Intersections in Milan.
Yesterday I took part in Intersections, the event organized by VistaCreate in Milan to explore how Artificial Intelligence is reshaping creativity and communication.
I was interviewed by Maria Sibirtseva, Head of Content Marketing at VistaCreate, and we had a genuinely stimulating conversation – more of an exchange between professionals than a formal interview.
We talked about AI, creativity, control, and that constant struggle between speed and depth.
Here’s how it went.
How do you personally use AI in your creative or marketing work today? Has anything surprised you about using it?
Me: I use AI every single day as an accelerator.
It helps me explore alternatives, visualize ideas, write, summarize, and even reason. I don’t see it as a replacement for human thinking but as a multiplier of possibilities.
What surprised me most is how quickly it can turn an intuition into a tangible idea.
What excites you most about what AI can do for creativity?
Me: The fact that it has raised the bar.
Today, anyone can “make” content, but few can make it truly good. AI has made creation easier, but standing out harder.
It’s no longer about being able to do something – it’s about doing it well and making it meaningful.
And on the flip side – what worries you or feels challenging about it?
Me: Mental laziness.
Too often I see people delegating everything to AI, as if it could think for them. But it shouldn’t replace your brain, it should amplify it.
The real risk is that people stop thinking critically. And that would be a real loss.
If you had to name one thing that should always stay human in the creative process – what would it be?
Me: Control.
Technology can generate infinite possibilities, but only humans can choose the direction.
Control doesn’t limit creativity, it gives it meaning.
Without it, creativity becomes just noise.
What’s the biggest creative challenge you or your team face right now?
Me: Balancing speed with depth.
The market wants everything immediately, but true quality comes from time, thought, and reflection.
Our challenge is to produce a lot but always say something that truly matters.
Which trends or ideas do you think will shape creativity the most in the next couple of years?
Me: Deep personalization.
Messages will increasingly be built on data, preferences, and individual behavior.
This will radically change how we communicate and how we experience online shopping.
If you could describe the state of marketing and creativity in three words, what would they be?
Me: Accelerated. Phygital. Human.
The future of creativity is not man or machine.
It’s man with a vision.
In any case, I left the event with one clear thought: AI is here to stay – but the real value will always come from those who use it with curiosity, responsibility, and vision.
