Is AI finally breaking down creative silos?

Link to the article on Campaign.

Alongside the increasing quality of AI creations – especially in film – something fundamental is changing in the creative process: departments across all creative areas are merging. The result: responsibility is moving forward. A guest article by André Hennen and Henning Westerwelle from Curious Company.

Hardly a day goes by without a new AI (spec) film. We praise GenAI and celebrate its output. But amidst all the visual spectacle, we overlook what’s truly revolutionary: the new creative process. Despite VEO 3, vibe-coding, and real-time development, it’s not the tools that solve the problem – it’s the teams. The writers’ room is now the production at the same time.

And this doesn’t just apply to film: in all creative disciplines, departments are merging. Script and film set, UX concept and code, text and voice, moodboard and shoot – once separate, now one. Creation happens live – and that changes everything:

* We see what we mean. Instantly.
* Teams work simultaneously instead of sequentially.
* Concept and execution become one.
* Mistakes or stylistic inconsistencies become visible early.

Silos are dissolving. Those who can visualize ideas also take responsibility for style, impact, and execution. No one has to wait for someone else to bring their idea to life. Those who can think can also show what it looks like. The result: responsibility moves forward. Those who have the ideas suddenly take the creative and stylistic lead.

The gatekeeper of creativity was expensive production – until 2025
An idea used to have to survive dozens of stages and hope at each hurdle that those responsible would understand it – and approve the next step of serial production. That’s how it always was. Until now.

It used to go like this: first, strategy locked itself away for weeks. Then creation. After the presentation, marketing took over. Then production grew nervous as the deadline loomed dangerously close. Suddenly everything had to move fast – and post-production and sound traditionally bore the brunt of the tight timing.

Today, all we need is a problem. We sit together and think, write, prompt, produce, and vibe-code simultaneously. UX design and coding happen alongside everything else, and in the end, we already have “almost finished” films, apps, and games that we can test.

Important: these are just intermediate stages toward a better result!

None of this can be published seriously with even minimal quality standards. But it’s far more helpful for everyone involved than moods, layouts, or even click dummies we used before.

Creativity has always been the interplay of ideas and craftsmanship. Today, the craftsmanship is present in the very first brainstorming session. The tools for motion, audio, visuals, interfaces – all are there. In real time. No waiting, no handoffs.

Nothing is like it used to be. The way we think. The way we pitch. The way we sell – all have changed. Yet this “change” is so disruptive that it’s often overlooked. It breaks workflows that have existed for over 100 years and, whether we admit it or not, initially makes certain once-essential roles obsolete. But the first law of thermodynamics also applies to creation: energy cannot be destroyed – it can only be transformed. Speaking of which …

What about storytelling?

Anyone who thought the job of copywriters or authors had died because of AI only needs to look at the latest AI (spec) films. You watch them in fascination, marvel at the visual power made possible so quickly and cheaply. But ten minutes later, you’ve forgotten what happened in the film. In short: the story is too weak.

Production can write better than before, and copywriters can produce better. “Better” – but still not great. Both sides need to bring more respect for the other’s craft and work together – in the same process.

The question is less “Can I?” and more “Should I?”

Just because the visuals look great doesn’t mean they overshadow a bad script. Just because the app works immediately doesn’t mean it’s good or sustainable. But that’s not the point. It’s about a new process: Create together – for real!

The real game changer is how radically work processes have transformed. UX, web, audio, campaigning, branding – our agency model in 2025 is completely different from what it was in 2020. Everyone is a creative. Everyone is a producer. What a time to be alive!

That’s why at Curious Company we say: bring everyone together! Do more hackathons. Test, try, iterate. More eSports vibes than relay races. Fewer endlessly detailed strategies that are outdated by the time they’re implemented – more solution machines, workshops, and real-life prototypes.

After all, that’s the most fun way to do it, isn’t it?