Faster Ideas, Human Intent: Bruno Britsch and Jérémie Atlani on AI's New Creative Hierarchy
AI speeds strategy and concepting, widening options across luxury creative. Britsch and Atlani say taste, ethics, and rigorous control keep work original and human-led.
How AI Is Broadening The Creative Spectrum with Bruno Britsch and Jérémie Atlani
18/09/2025 - Publicis Luxe, Paris
Two creatives at the top of luxury advertising cut through the noise: AI is a tool, not a substitute for taste. Bruno Britsch, deputy general manager at Publicis Luxe, and creative director Jérémie Atlani share how AI speeds execution, expands creative options, and why control still sits with the human eye.
Who they are
Bruno leads customer experience at Publicis Luxe with a background across Havas, DDB, Ogilvy, Sid Lee, AKQA, and Sapient Razorfish. He has built strategies and ecosystems for Louis Vuitton, Hermès, Saint Laurent, Maserati, Swarovski, Audemars Piguet, Piaget, YSL, and Armani Beauty.
Jérémie moved from DDB, Publicis Conseil, and Ogilvy to Chanel before joining Publicis Luxe. He crafts high-impact visuals and now applies AI to concepting and production across fragrance, beauty, watches, and fine jewelry.
Where AI makes the biggest difference
- Strategy speed and depth (Bruno): AI acts as a researcher (benchmarks, trends, competitors), a sparring partner (summaries, first-pass analysis), and a design assistant (decks, data visuals, templates, translations).
- Creative acceleration (Jérémie): From idea to first material fast-mood boards, scripts, roughs, and prototypes-so you spend more time iterating, less time waiting.
Beyond efficiency: real quality gains
Strategy thinking expands from "what's possible?" to "why wouldn't it be?" If AI can scale it, you can model a future state and build backwards.
Creatively, AI broadens exploration. It surfaces new aesthetics, unexpected references, and helps kill weak ideas early. It enriches concepts, copy, visuals, and mechanics-without replacing vision.
The hard part: trust and control
- Trust: Bias, hallucinations, and unclear sources demand verification. Cross-check with reliable articles, surveys, and search.
- Control: AI can generate, but it doesn't choose. Keep a high bar for creative direction. Brief well, reframe, iterate, and keep the meaning intact.
Instinct first, tools second
Bruno designs the solution, then uses AI to refine. Letting the tool lead strategic reasoning is where quality slips, especially in luxury.
Jérémie treats AI as a stimulant for intuition. Experience, references, and taste filter the 30 options AI proposes. Authenticity comes from a human point of view. Without intention, outputs get slick but hollow.
Common misconceptions
- AI isn't a creative genius.
- AI isn't here to replace humans.
- Reality: It's an amplifier. Use it with discernment.
Ethics that actually matter
- IP and data: Respect copyright, data usage, and transparency.
- Originality: Avoid redundancy and accidental plagiarism.
- Craft: For final assets, they still work with photographers, directors, models, and talent-with cleared rights.
- People: Integrate AI without hollowing out core skills.
How attitudes are shifting
The "wow" phase is fading. Teams are testing, selecting, and creating rules for use. Alongside that, distrust is rising as deepfakes and bot-driven services erode confidence.
Creative outlook
Optimism wins if brands continue to value original, human-built ideas. If brands settle for generic AI content duplicated across channels, they undercut creative value.
AI can free time for thinking that takes courage and taste. It also demands more rigour to avoid misinformation and shallow output.
New formats AI enables
- Agentic experiences: Conversational banners, prompt-based search, and clienteling in social feeds. Commerce becomes a two-way interface with recommendations and virtual try-on.
- Generative and interactive works: Scalable, personalised, real-time experiences that break standard formats. Some roles will adapt fast-storyboarders, translators, and voice-over artists included.
What changes next for creative roles
- A new hierarchy: Not displacement-differentiation. Those who work fluently with AI will refine strategy and output faster than those who don't.
- Data becomes a partner: AI will excel at performance, benchmarking, and optimisation. Humans still connect brand, consumer, and emotion.
- Creative leadership: Directors will blend intuition with analysis-using AI for generation, testing, and live adaptation-while keeping story and craft central.
- Solo scale: Talented creatives will concept and produce 360 campaigns with lean setups. Standards must rise: more strategic, more iterative, more accountable.
A practical playbook for creatives
- Use AI for research, summaries, and first-pass analyses-then verify sources.
- Prototype fast: boards, scripts, roughs, and animatics to stress-test ideas early.
- Keep AI for mock-ups in sensitive categories like luxury; protect the final craft.
- Write tight briefs for the model. Re-brief when outputs drift. Own the choices.
- Audit ethics: IP clearance, data use, transparency, and human talent in the loop.
- Archive prompts, references, and learnings to improve repeatability.
Level up your AI fluency
If you want structured, job-focused learning, explore curated options for creatives here:
Bottom line: AI expands your canvas. Your taste decides what stays on it.
