In an AI world, execution is the new creativity
From maker to visionary executor: a new standard of excellence.
AI is turning the production world upside down. While it helps in generating ideas and content, true creativity still lies in the execution. Our colleague Hicham Soubra from Serviceplan Arabia explains how execution becomes an art form.
Production houses, take note: the era of AI has arrived. It’s no longer a distant future, but a powerful reality that’s completely redefining how we create, conceptualize, and deliver.
In theory, AI can replace anyone. It can write scripts, produce visuals, create animations, edit content, record voice-overs, and produce scene after scene without missing a beat. It can rapidly brainstorm, generate, and refine content, making execution seem effortless. But here’s the twist: while AI can replace everyone, it will not replace everyone.
We live in a time when merely being good at coming up with ideas is no longer enough. Creativity doesn’t stop at “what if?”—it now demands “how do we make this happen in a way never seen before?” Imagine being able to realize your ideas immediately, without budget constraints or logistical hurdles. With AI, a script no longer remains on paper—it becomes a visual, fully realized concept that can be perfected within minutes through countless variations.
Today, the art of execution is where true creativity flourishes. It’s not just about conceiving grand ideas, but about exploring how to bring them to life in ways that push boundaries and captivate. With AI, you’re no longer limited to a single vision. You can experiment endlessly—adjusting lighting, camera angles, facial expressions, and visual effects. Want to test thousands of ways a car can drive through a scene? No problem. Want to try every possible color combination or mood for a crucial shot? Done. With AI, the possibilities for execution are limitless.
By mastering these tools, you transform from a creator into a visionary executor. AI doesn’t diminish the need for human creativity; it amplifies it. It turns execution into an art form, where possibilities are as boundless as your imagination. The real innovators aren’t just those who generate ideas, but those who excel in execution with finesse, precision, and a deep understanding of culture, emotion, and strategy.
In a world dominated by AI, execution truly is the new creativity. It’s where technology and imagination converge, where the boundaries of what’s possible are redefined, and where a new standard of excellence emerges. That’s where the magic happens.
Author: Hicham Soubra, Head of Production at Serviceplan Arabia.
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