Wes Walker has a golden rule about the use of artificial intelligence in his creative process — one that speaks volumes about how quickly the technology has morphed from curiosity to everyday tool.

“Already we are at the stage where the thinking is that if it’s AI -detectable, you’ve failed,” says Walker of a technology that has only been in serious use since around 2023.

As co-founder of Obsidian Studio alongside Louis Gheysens, Walker has been at the forefront of both exploring and integrating AI alongside live action and CGI in content creation . The studio has offices in five cities across the globe, including New York, Paris and Brussels. It has worked on campaigns for the likes of French luxury giants Longchamp and a campaign for the Beyond Noise multimedia brand with the agency Baron & Baron.…