Co-
Produced
with AI
The Promise,
The Threat,
and The Mirror
ON_Discourse Editorial Team
Editor’s Note: During Cannes Lions, we partnered with the team from LTX Studio to host a debate on AI’s role in the creative process. LTX Studio is an AI-powered creative co-pilot, an all-in-one platform that thinks like a creative and moves like a producer. Ideate, create, and deliver high-quality video content with full creative control.
When we sat down at Cannes Lions with LTX Studio, we didn’t promise easy answers. We promised friction.
Our event, Co-Produced with AI, wasn’t a panel, a pitch, or a product showcase. It was a test. For LTX. For AI’s role in creativity. For all of us.
LTX Studio is your AI-powered creative co-pilot—an all-in-one platform that thinks like a creative and moves like a producer. Ideate, create, and deliver high-quality video content with full creative control.
Because the future doesn’t announce itself with certainty. It shows up as tension, contradiction, and a good provocation.
Creativity at the Speed of Light…or the Speed of Thought?
We opened with a question that no brand, agency, or platform can ignore: Was creativity ever meant to be efficient?
AI gives us the gift of speed: faster outputs, faster clarity, faster everything. But at what cost? In the room, there was real tension. Does speed strip away the uncertainty, the wandering, the procrastination that lets taste mature and instinct sharpen?
Ido Cohen, from LTX believes working with AI as a creative partner is less about efficiency and more about exploration:
I recreate Ariana Grande videos in LTX Studio. I never get the result I want. But it opens new gates. I see possibilities I didn’t see before. That’s the point. The generation isn’t the end, it’s the start.”
Another of our participants made the point that speed might be the antithesis to creativity:
If speed becomes the creative edge, what happens to deliberation, serendipity, or even procrastination?”
Corbett Drummey from LTX reframed the entire provocation by stating “You have to take the time to edit, and then edit again. Without editing, everything AI produces ends up being average”.
Taste: The Last Human Skill?
Taste became our battleground. Can AI generate taste? Can it learn taste? Can it fake it well enough that it doesn’t matter? One participant captured the humanist stance:
Taste is exposure. It’s obsession. It’s lived a experience. AI can mimic but not possess it.”
But not everyone agreed. If taste evolves, and if machines can help shape that evolution, maybe we’re clinging to an old definition. If taste lives in the eye of the audience, does it even matter whether it’s human or machine-derived?
The Risk of Risklessness
Our final provocation hit the gut: Do you have the guts to follow your gut?
When AI can simulate every outcome, predict every reaction, and de-risk every idea, what’s left of creative courage? Are we building tools that support risk, or tools that eliminate the need for it? As one participant put it bluntly:
Democracy won’t drive guts. Tools that promise efficiency don’t reward risk.”
And yet, another voice reframed the threat:
Generative AI doesn’t end the process—it starts it. It’s not a threat to your gut. It’s a mirror to it.”
LTX Studio: The Co-Pilot, Not the Pilot
For LTX Studio, this was the test they wanted. Could they hold space for these tensions and still demonstrate a platform that amplifies, rather than flattens, human creativity?
They did. The room walked away seeing LTX not as a button that generates content, but as a creative co-pilot that forces new decisions, surfaces hidden instincts, and invites taste to show up on the page.
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