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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
