Artificial intelligence boosts efficiency and creativity across tech and gaming sectors

Christel Jaekel, director of EMEA presales at Avid Technology, says AI serves as an efficiency engine, automating routine tasks such as tagging, transcription and material summarisation. She doubts AI will free up creative time, noting “Der Anspruch ist mehr in derselben Zeit zu schaffen – nicht weniger zu tun.” Jaekel also highlights the need for verification tools against deepfakes and stresses a pragmatic hybrid‑cloud approach, while calling for early encouragement of women in technology.

Laura Miele, president of Enterprise Development at Electronic Arts, describes AI as delivering a “real creativity boost” by eliminating tedious development steps. She explains that AI‑driven pipelines shorten prototyping cycles, speed up creative discussions and cut production costs, though the company is also undergoing a wave of layoffs.

Both executives see AI chiefly as a tool for process optimisation that can indirectly expand creative capacity, while acknowledging associated challenges in verification, workforce impacts and data‑security considerations.