AI labs need a creative director to shape the narrative frontier
soleio · x · 2026-08-04
Why AI labs need a creative director
Reggie James argues that AI labs are now fighting not just on model capability, but on the narrative frontier: how they are understood by the broader public, and how to counter the default story that AI only means doom.
He says labs already have art directors, brand designers, agencies, and comms support, but lack a central creative-director figure who can unify how the company presents itself. The post frames AI as a force as big as Mars or the internet itself, suggesting it needs a new kind of cultural and creative leadership to shape the projects, institutions, and environments that emerge around it.
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