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In episode 6 of This New Way, Fredrik Thomassen and Phillip Maggs walk us through how Superside—a global creative services company—has fundamentally transformed its workflows using generative AI. From automating asset production to embedding AI directly into tools like Figma, Superside is pushing the boundaries of what's possible in creative automation. We also get a live demo of their “brief-to-draft” workflow and discuss how AI is reshaping the talent landscape.

TIMESTAMPS:

0:52 – What Superside does and its global scale

2:10 – Phil’s role and what “Director of Generative AI Excellence” means

4:08 – The turning point: DALL·E and Superside’s AI transformation

8:00 – How they approached AI experimentation via “shadow projects”

10:54 – Testing AI-created assets alongside human work

13:20 – How talent profiles are changing with AI

19:00 – Where AI is most disruptive: video production

22:00 – Live demo: from brief to hundreds of personalized assets

32:00 – In-tool editing and automation directly in Figma

36:00 – Image-to-video transformation with Runway

41:00 – What’s next for Superside and the creative industry

46:30 – Final thoughts: what Fredrik and Phil are most excited about

TOOLS AND TECHNOLOGIES MENTIONED:

DALL·E – AI image generation

MidJourney – Creative image ideation

Stable Diffusion – Open-source image gen

ChatGPT / GPT-3.5+ – Prompt writing and copy support

Figma – Design collaboration with custom AI plugins

Runway ML – AI video generation

Zapier – Workflow automation

Superspace – Superside’s internal platform

Foul – Model inference layer

Node-based AI orchestration – For prompt chaining and bulk generation