The webinar opened with a lesson you’ve likely heard but cannot be overstated: generative AI (Gen AI) is not a replacement for creative talent. It’s a tool, a skill set, and an accelerator. It’s also transforming how work is done–from ideation to production.
Entering 2025, professionals everywhere are embracing ChatGPT, Midjourney, Runway and countless other platforms to boost productivity. In fact, over 70% of professionals currently leverage AI tools to complete their daily tasks. However, only a small number are able to keep up with today’s rapid innovation and harness the technology’s full potential.
During our recent webinar, Accelerating Creative Teams with Generative AI, thought leaders Ross Patrick, a creative AI innovator, and Wendy Schechter, a legal expert, shared their insights on how to unlock creative possibilities with Gen AI. Together, they explored the technology’s infinite capabilities, the art of prompting, and the legal implications of adoption.
- Demonstration of Practical AI Applications
- Prompting Tips For Creative Teams
- AI Adoption Legal Considerations
- About the Host and Speakers
- Webinar Recording Information
Demonstration of Gen AI’s Creative Applications
Almost immediately, Ross captivated the attention of the webinar’s 100+ participants with an engaging demonstration of a spec ad production. You’d need to watch it to believe it. In under 20 minutes, the veteran revealed how he leverages AI for:
- Initial Research
- Persona Development
- Brief Creation
- Strategy Development
- Creative Ideation
- Copywriting
- Storyboarding
- Visual Design
- Music Generation
- Video Production
Rather than simply talking about AI’s potential, Ross showed people what’s possible with a quick look behind the scenes of his creative process. Within minutes, he revealed five choice platforms, put trained models to work, and shared how he integrates them into his workflow.
The skilled instructor began with nothing but prompts and ended with a visually impressive, 30-second animatic. Talent like Ross make the journey seem easy. It’s not. But with the right people and training, ad agencies no longer need to waste countless hours on concepting. Instead, they’re increasingly using AI to produce quality work in record time.
Still, results demand skill and effort. Critiquing his own work, Ross humbly ended the demonstration with an inspiring disclaimer: the final output could have been far stronger with a bit more time, thought and talent. We’re at a turning point. And innovative teams are already combining human talent with AI tools for more than mockups alone.
“Training your team isn’t just an opportunity; it’s an employer’s responsibility.”
— Ross Patrick
AI Prompting Tips for Creative Teams
Upon demonstrating the potential of generative AI, Ross explained a few of the tricks behind the magic. “Use AI to learn AI,” is among his favorites. ChatGPT isn’t always right, and it can’t teach you everything. But neither can the internet. Yet, both are invaluable information resources and education tools to anyone with the skills to read between the lines and check their facts.
Keep in mind: success often demands more comprehensive training, and tools aren’t teachers. Nor are they the equivalent of world-class creative directors. They are here to help. And they are incredibly powerful in the hands of skilled professionals.
Unfortunately, the average user does not know to assign a role to an AI model, describe the voice of a brand, or include camera angles in image descriptions. Instead, people mistakenly think of ChatGPT as Google, failing to articulate critical context and detail. Few professionals have the capacity to deliver clear creative direction or find the hidden gems in AI outputs. It takes talent to recognize human insight, refine prompts, and finetune visuals.
With and without AI, marketers often skip critical steps like audience research and brief development entirely. This is not the way. AI won’t help you skip ahead or do the jobs of top creatives. But it can empower you and your people at every stage of production.
“You’re the best thing you can add to this whole AI process – your opinions, your emotions, your background… Make sure you bring human intuition.”
— Ross Patrick
AI Adoption Legal Considerations
Following Ross’s prompting discussion, Wendy brought the conversation to a critical juncture: the legal implications of using Gen AI in creative work. While the technology offers unprecedented possibilities, it also introduces complex challenges that every creative professional and organization must navigate.
Wendy began with an important disclaimer of her own, “This is not legal advice. Please consult your attorney for advice tailored to your specific situation.” Then, she went on to outline key areas of concern, including copyright issues, data privacy, and the potential misuse of AI-generated content. The veteran lawyer emphasized the value of understanding licensing agreements, as well as the need for clear guidelines on ownership of AI-generated assets.
One of Wendy’s standout insights was the importance of creating internal policies, including a review process, for Gen AI usage. These policies can help organizations ensure compliance, mitigate risks, and foster innovation within ethical and legal boundaries. To paraphrase Wendy’s words: Gen AI is a game-changer, but without guardrails, it can quickly become a liability.
Packed with invaluable insights, Wendy’s session underscored that while adoption drives creativity, legal foresight sustains its momentum. For businesses eager to stay competitive, addressing these legal considerations upfront is as essential as the creative breakthroughs themselves.
“Compliance isn’t a barrier to creativity—it’s a way to protect it.”
— Wendy Schechter
About the Host and Speakers
Onward Search specializes in staffing and talent solutions at the intersection of creative and technology. Over the last 15+ years, we’ve helped many of our 3K+ clients hire AI experts to develop chatbots, drive content automation, and advance key initiatives. We also offer interactive training programs to help teams power productivity and creativity.
Ross Patrick is an award-winning creative director and AI educator with 30+ years of experience working with brands like Nike, Amazon, and Starbucks. He leads Onward Search’s AI training programs and founded the creative agency XTRA Bold.
Wendy Schechter is a legal expert with over 20 years of experience specializing in intellectual property and media law. She has guided leading creative organizations in responsibly adopting emerging technologies like generative AI.
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