At Autodesk’s AU26 conference, Diana Colella, EVP and Head of Media & Entertainment, emphasised that AI should enhance, not replace, human creativity. The focus is on freeing up time for artists to experiment, rather than just making them work faster. 'How do you make people go faster?' she asked, suggesting that saved time should lead to more creative exploration, not just more output.

Autodesk’s approach is to integrate AI into existing workflows, ensuring artists can choose when to use it. The challenge, Colella noted, is that many artists are reticent to admit they use AI, fearing it might reflect on their skills or job security. This reluctance is partly due to the pervasive narrative around AI posing a threat to creative jobs.

Despite these concerns, Colella remains optimistic. She sees Autodesk’s AI tools as part of a broader ecosystem, complementing rather than replacing traditional tools. However, she is cautious about AI’s current limitations, pointing out that even innovative films like Obsession and Backrooms still require professional post-production tools.

Autodesk’s strategy is to focus on 3D, an area where AI has struggled to make significant inroads, rather than compete with 2D generative AI technologies. This approach, Colella believes, positions Autodesk to offer real value to artists without overhyping the capabilities of AI.