CREATIVE AI IS THE NEW NATIONAL INFRASTRUCTURE
Australia's creative industries operate on a critical misconception: that better AI tools automatically produce better and faster work.
TBWA launched DISRUPT to challenge that convention. Designed as both research platform and training ground, DISRUPT enabled us to test this assumption against real evidence: 371 submissions, actual workflows, creator behaviour, and jury deliberation.
Our new white paper, Creative AI as National Infrastructure, created in partnership with Deakin University and Swinburne University of Technology, is the first academic research paper grounded in Australian GenAI creative data, offering tangible evidence on where creative value is moving. As production costs collapse, the question is no longer capability. It's critical human judgement, intent, and taste. And that changes everything for brands building competitive advantage.
To discover why human intention, taste and critical judgement are still the competitive advantage in a world of AI, download the paper here:
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DR. MARTIN POTTER
ASSOCIATE PROFESSOR
DEAKIN UNIVERSITY
Dr. Martin Potter is an Associate Professor in the School of Communication and Creative Arts at Deakin University, Director of the Deakin Motion Lab. He is a multi-award-winning documentary filmmaker, transmedia producer and scholar specialising in participatory media, communication for development and creative practice research.
As a creative practice-based researcher, Martin designs large-scale transmedia works and participatory models that drive sustained engagement across diverse communities across Asia, Africa and the Pacific.
His work has been showcased at over 100 international film, art and technology festivals. As an academic, Martin has published widely across disciplines on participatory and transmedia practice, bridging scholarly inquiry with high-impact creative production.
DR. LUKE HEEMSBERGEN
SCHOOL OF COMMUNICATION AND CREATIVE ARTS
DEAKIN UNIVERSITY
Dr. Luke Heemsbergen teaches and researches emerging technologies at Deakin University, Australia. His work is sought by diverse publishers from The New York Times to Nature’s HSSC; he has published 20 SQR Q1 journal articles across multiple disciplines and has provided civic minded research for local and national governments.
He co-leads the Deakin Digital Life Lab, is the inaugural Course Director of Deakin’s MA of Artificial Intelligence for Design and Creative Practice and is affiliated with the ARC Centre of Excellence for the Digital Child.
His research draws on experience serving in Canada’s department of Foreign Affairs and expresses a normative desire to move quickly and mend things.
MAX SCHLESER
ASSOCIATE PROFESSOR
SWINBURNE UNIVERSITY
Max Schleser is Associate Professor in Film and Television and Theme Leader Creative Arts in the Centre for Transformative Media Technologies (CTMT) at Swinburne University of Technology (Melbourne, Australia),Adobe Creative Educator Innovator, Founder of the Mobile Innovation Network & Association (www.mina.pro) and Screening Director of the International Mobile Innovation Screening & Festival.
He is an award-winning filmmaker (www.schleser.nz) with expertise in immersive media, documentary film and creative arts with a focus on cinematic VR, interactive and algorithmic filmmaking.
His research explores screen production, emerging media and smartphone filmmaking for community engagement, creative transformation and transmedia storytelling.
DR. RICHIE BARKER
RESEARCHER
DEAKIN UNIVERSITY
Dr. Richie Barker is a brand communication educator and researcher at Deakin University’s School of Communication and Creative Arts.
His research examines the impacts of social and technological disruption on creative industries practice, including the integration of generative AI in advertising production. Recent major projects include Cancer Culture, an ARC Linkage project with Cancer Council Victoria that explores the history and future of preventable cancer campaigns.
Richie’s research has been published in leading Scopus Q1 journals, including Convergence, The Sociological Review, Creative Industries Journal and Journal of Interactive Advertising.
His recent co-authored book Transmedia Brand Storytelling (Palgrave) traces the development and application of transmedia strategies in contemporary brand communication.
DR. TONYA MEYRICK
SENIOR RESEARCH FELLOW
RMIT UNIVERSITY
Dr. Tonya Meyrick is an award-winning communication designer and Vice-Chancellor's Senior Research Fellow at RMIT University, whose practice-led research operates at the intersection of regenerative design, circular economies and cultural innovation.
Her work has secured over $1 million in competitive funding and involves partnerships with UNESCO, Textile Recyclers Australia, Rip Curl and Creative Victoria.
Tonya's research has been exhibited at the Venice Biennale and St-Étienne International Design Biennale and recognised through awards from Good Design Australia and the Victorian Premier's Design Awards. Her cross-sector reach reflects a consistent capacity to translate research into tangible impact for industry, policy and community.
LUCIO RIBEIRO
CHIEF AI AND INNOVATION OFFICER
TBWA\AUSTRALIA
Lucio Ribeiro is Chief AI and Innovation Officer at TBWA\Australia, where he works across AI strategy, creative practice, client advisory and organisational capability.
He is the initiator and co-founder of the DISRUPT AI Film Festival, Australia’s first dedicated GenAI film festival, created to examine how AI is changing storytelling, production, authorship and creative judgement.
Lucio writes for Forbes Australia on AI, technology and business, and has held senior digital, marketing and innovation roles at Optus, Nine and Seven. He previously founded three technology businesses, including one successful exit, and has advised global brands across automotive, financial services, FMCG, media and technology.
Current lecturer at RMIT and former Deakin, Lucio holds a Law degree, an MBA, AICD credentials and executive education in AI and innovation from MIT Sloan.
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WHITEPAPER
A new white paper, Creative AI as National Infrastructure, authored by Deakin University and Swinburne University of Technology using data from TBWA\Australia’s DISRUPT AI Film Festival, reveals how creative AI is reshaping production, participation and ownership in Australia.
CREATIVE DISRUPTION MEETS
GENERATIVE STORYTELLING