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AI is reshaping every creative process, but speed is not the same as originality. In this conversation, we sit down with Jo Peters, the CEO of Deusjevoo & UPspace, to look closely at what really changes when generative AI enters a creative organisation and arrives at your doorstep.

We explore how AI can act as a powerful assistant for repetitive work and fast variations, and why those time savings only create value when you invest them back into sharper thinking. Jo shares how his team protects a consistent visual identity when everyone can use new tools, why every strong design starts with listening and honest, sometimes uncomfortable questions, and how a ‘cool AI image’ can still be impossible to build, too expensive to realise, or simply wrong for the people who’ll live and work in the space.

We then step back to look at the wider systems around creativity: how schools can focus on fundamentals and critique instead of chasing every new app, why internships need to connect to real project work, and how a culture that genuinely allows failure can drive breakthrough ideas. We also link AI to the modern workplace, where open office distractions, constant email, and AI-driven ‘just one more improvement’ can erode focus. Jo shares a practical framework for brain-friendly offices built around focus, rest, communication, and teamwork, with measurable gains in productivity, fewer mistakes, and lower stress.

This conversation is recorded in Dutch, with English subtitles available. If you find it useful, subscribe, share it with a creative leader in your organisation, and leave a review. And as you reflect on your own work, which task would you hand over to AI so you can invest more time in the work that matters most to you?

Join us and listen to all episodes on www.pwc.be/aiunscripted