AI as a Creative Partner
Matthew Maxwell is an artist and creative director with 25 years of hands-on experience in the business of interaction. In this webinar Matthew demonstrates his creative collaboration with AI to explores the intersection of Human and Computational creativity.
Creative collaboration
Matthew showcased his current PhD work introducing Shakespeare to AI and explains the processes and technologies that he uses. His approach is centred on treating AI as a collaborator, not just a tool.
Here’s what stood out:
Experimentation over control: Matthew emphasised the importance of allowing AI to surprise you, comparing it to working with a creative partner who challenges your ideas.
Shakespeare meets AI: He walked us through his AI-driven reimaginings of Shakespearean characters like Mercutio from Romeo and Juliet, blending historical references with cutting-edge technology to create striking visuals.
Bias and aesthetics: There was great discussion about how AI models lean toward certain stylistic defaults—like youth and beauty—and how to push beyond these biases to create deeper, more meaningful work.
Tools and Techniques
Matthew demonstrated a range of tools to spark creativity and experiment with AI:
MidJourney: For generating visual concepts, blending styles, and building character-driven narratives.
Runway: For animating still images into dynamic, cinematic sequences.
He also stressed the importance of complementing AI tools with traditional ones, like Photoshop, to refine and expand on AI outputs.
Q&A Highlights
How do you manage AI’s tendency to run away with ideas?
Matthew explained that instead of trying to control AI strictly, leaning into its unexpected outputs often leads to innovation. By introducing specific references—like photography terminology or mood boards—you can guide its creativity without stifling it.Is AI too narrow in its aesthetic?
While it’s true that AI can feel repetitive or “samey,” Matthew encouraged experimenting with random inputs and detailed prompts to expand its range. As these tools evolve, their ability to create nuanced and varied outputs improves rapidly.
AI is changing how we work and create, and workshops like this show the potential for pushing boundaries while embracing collaboration. Thanks again to Matthew for sharing his insights!