Building AI Systems That Serve Artists
How I built an AI-powered reporting system for 24 retail stores across 11 countries, and why the first thing it needed to learn was tone, not data.
Ideas
What I think about.
These are the themes I write about, speak on, and wrestle with. If any of these resonate, let's talk.
What Is Creative Operations? (Not What You Think)
The industry defines creative ops as people, process, and technology. After sixteen years, I define it differently. It's the practice of making technology invisible to the people who depend on it most.
Read the full essay →01
Creative Operations at Scale
DAM architecture decisions. Team structure. Vendor management. Budget strategy. What sixteen years of in-house agency operations actually teaches you about keeping creative work alive inside large organizations.
"The hardest part of managing creative operations isn't the technology. It's convincing people that the technology is there to help them."
02
AI as Creative Teammate
Hands-on experience building AI systems at Amer Sports. What AI adoption looks like when it's designed to serve artists. What an AI Coach needs to learn before it can be useful to anyone.
"The first thing our AI Coach needed to learn wasn't data. It was tone. Helsinki needs different encouragement than Milan."
03
The Improv Mind
How "yes, and" applies to leadership, collaboration, and how creative teams function under pressure. Generosity as a practice. What it means to trust the scene when everything is uncertain.
"In improv, the most powerful thing you can do is make your scene partner look good. In creative ops, build a system that makes the artist forget the system exists."
04
Industry Trends & Commentary
Reacting to what's happening in DAM, martech, creative ops, and the evolving role of technology in brand production.
"Everyone talks about AI replacing creative jobs. Nobody talks about who manages the AI. Spoiler: it's the creative operations team."
