At BNS, we see AI as not a replacement for creative strategy but as an extension of it.

Great creative work happens when teams deeply understand the tools they’re using. Rather than centralizing AI in a single team, we are building a broad, shared fluency among Creative Directors, Technical Artists, and Producers alike.

Our recent Winter AI jam was part of that effort, an opportunity for everyone in the studio to spend some time hands-on with these tools. The Jam was not about outcomes or deliverables, but about creative exploration, technical experimentation, building shared understanding, and encouraging collaboration.

Almost everyone in the studio was able to take the afternoon to participate. Our creative directors, producers, artists, tech leads, and IT all worked in teams, not only exploring how generative AI can impact the creative process but also learning about how each group approaches it.

The AI Jam reflects how BNS approaches change more broadly: by spending time with new tools, understanding their strengths and limits, and deciding intentionally how they belong in our creative process.