In a recent interview in Cannes at Stagwell’s Sport Beach, Jason Brandt, Chief Marketing Officer of PRophet, sat with Kenny Gravillis for a compelling discussion on the impact of artificial intelligence (AI) in the design industry. 

Gravillis, originally from East London, moved to New York City in 1987 to pursue a career in graphic design. He found his niche in the music industry, starting at Def Jam Records and later at MCA Records, where he became Vice President of Creative Services. In 2000, Gravillis and his partner DeAnna launched Gravillis inc., a boutique design agency known for creating iconic movie posters for Oscar®-winning films such as "Free Solo," "BlacKkKlansman," "If Beale Street Could Talk," and "Bohemian Rhapsody." In June 2018, Gravillis became an official member of the Academy of Motion Picture Arts and Sciences in the Marketing and Public Relations Branch.

Gravillis emphasizes the transformative potential of AI in his design process. "AI is not just a tool, it's a game-changer," he states. Gravillis believes AI can streamline workflows, enhance creativity, and open new avenues for designers. He notes, "AI allows us to experiment with ideas and concepts at a speed and scale that is previously unimaginable. It’s like having an endless supply of creative energy at your fingertips."

Gravillis recognizes the common concern that AI might replace human designers. He argues that AI should be seen as a collaborator rather than a competitor. "AI can't replicate the human touch, the emotional connection that comes from a designer's unique perspective and experiences. It can, however, augment our abilities and help us push the boundaries of what's possible."

Moreover, Gravillis highlights the importance of adapting to technological advancements to stay relevant in the industry. "We must embrace AI and other emerging technologies to continue evolving as designers. It's about integrating these tools into our creative processes to enhance our work and deliver more impactful designs."

There is a clear need for a balanced approach to AI, combining human ingenuity with technological innovation. As Gravillis aptly puts it, "The future of design lies in the synergy between human creativity and artificial intelligence. Together, they can create something truly extraordinary."

Kenny Gravillis's insights provide a roadmap for designers navigating the evolving landscape of AI in design. By embracing AI as a collaborative tool, designers can unlock new levels of creativity and innovation, ensuring their work remains at the forefront of the industry.