Keeping Human Intent at the Center of AI Creativity With Freepik

If anyone can produce a professional-looking image or video with AI, what will make audiences care about one piece of content over another?In this episode of AI at Work, I speak with Joaquín Cuenca, co-founder and CEO of Freepik, about how generative AI is changing creative work, business workflows, and access to professional production. Freepik serves over one million paid subscribers, while Joaquín says the platform attracts over 70 million monthly visitors.At that scale, Freepik has seen the difference between an impressive AI demonstration and a tool people can rely on for real creative work. Joaquín argues that generating something attractive is easy. Producing something that reflects a precise idea, maintains consistency, and creates an emotional response requires direction, judgment, and human intent.We also discuss what Joaquín calls the no-collar economy. His view is that lower production costs will allow individuals, smaller companies, and modestly funded creative teams to pursue projects that previously looked too expensive or risky. That could create opportunities for storytellers, photographers, audio specialists, performers, and other creative professionals. Joaquín also acknowledges that some existing roles will be affected as machines take over repeatable production work.For companies adopting creative AI, Joaquín recommends looking past licenses, activity, and content volume. Experimentation has value while teams are learning, but businesses eventually need to connect AI adoption with revenue, costs, brand performance, or another measurable return.We also consider the threat of AI slop. Better tools cannot provide taste, purpose, or a compelling story. As technical production becomes easier, those human qualities may become the greatest source of differentiation.Will easier production produce a new generation of creators, or will businesses fill every channel with forgettable content? Listen to the conversation and share your thoughts with me.