Voices in Creative Innovation: Nicolas Counil, CEO, Summer 93 Studio
Tell us about your journey through the creative industry and how you became inspired by AI.
I graduated as a game designer from ArtFX and moved through the industry as an employee, a freelancer, and eventually a studio owner. Along the way I experimented with many generative AI tools. ChatGPT is the tool I use most often, especially for refining writing, exploring ideas, and supporting early ideation. AI became interesting to me not as a replacement for creativity, but as a way to enhance and speed up parts of my workflow.
Our audiences include emerging talent, students, and educators. What advice would you give to people entering the industry during such a fast-moving, rapidly changing time?
Focus on building a personal brand around your style and your creative process. Tools will change constantly, but your identity as a creator (and how you think) will remain your most valuable asset.
How do you see AI reshaping the creative industries right now, and what changes feel most exciting to you personally?
I’m most excited about AI accelerating repetitive or time-consuming production tasks, such as retopology, UV sets, and 2D/3D rotoscoping. Reducing these bottlenecks would be extremely helpful for artists and studios, allowing more time for creative decision-making.
What do you believe is the most misunderstood aspect of AI in creative work?
AI is just a tool. Because it’s easily accessible, it can create the illusion that anyone can instantly become a professional creator. But creativity still demands expertise, experience, and intentionality. AI does not replace the craft – it only supports it.
Within AICI, what part of the project excites you the most, and why?
I’m excited to explore how AI tools evolve and to see how people and institutions choose to adopt them. The project gives us a unique opportunity to observe change in real time and understand how different creative communities respond.
What creative disciplines or mediums do you feel AI is especially well-suited to support, and why?
AI is particularly effective in writing, pre-production, ideation, and iterative exploration. These are phases where speed, variation, and experimentation are essential, and AI can help creators test ideas quickly before committing to full production.
What challenges do you think our industry still needs to overcome to adopt AI meaningfully and ethically?
We must address issues around copyright, environmental impact, and the broader economic consequences of AI adoption. As I mentioned earlier, AI is a tool – you cannot simply replace people with it. We need frameworks that protect creators while encouraging responsible innovation.
What skills do you think future creators will need to thrive in an AI-enabled world?
The fundamentals will always matter: understanding light, photography, composition, and visual language. Creators should not fear new tools, but they also shouldn’t feel pressured to adopt everything. Strong foundations let you use AI to enhance your craft rather than depend on it.
How do you see the role of educators evolving as AI tools become more accessible?
Educators should focus on teaching how to strengthen fundamental skills using AI tools. The goal is not to replace learning, but to show students how AI can support and expand their creative foundations.
What opportunities do you think Europe has to lead in AI for creative industries?
Europe has the ability to set strong ethical and ecological guidelines around AI. Thoughtful regulation could become a global example for responsible AI use, especially in creative sectors where rights and sustainability matter deeply.
What trends do you believe will shape the intersection of creativity and technology in the next five years?
Content creators will increasingly feel pressure to publish more frequently, including short-form video. This will push demand for tools that accelerate production while supporting originality and consistency.
