Fred Bertino, Co-Founder & President, MMB
Creativity has always thrived at the intersection of knowledge, imagination and intuition. Every great Chef for example, doesn’t create magic by discovering brand-new ingredients; most have existed for centuries.
What makes their work remarkable is the imagination, curiosity, and intuition they bring to the kitchen.
Given the same pantry and recipes, most cooks will follow the rules—but the top chef uses them as a springboard, experimenting with unexpected combinations, inventing flavors no one has tasted before.
Artificial intelligence is the newest ingredient in the creative kitchen.
While some fear it will replace the human touch, in truth it functions more like a sous chef than a replacement.
AI provides today’s creators with a pantry overflowing with digital ingredients—data, words, images, sounds—all ready to be mixed, reshaped, and reimagined. But just as a world-class chef transforms familiar ingredients into something transcendent, it’s the human who directs the process, guided by human curiosity and intuition.
Creativity at its core lies not in the ingredients themselves, but in the mind that wields them. Used well, the result isn’t less human, it’s a new flavor of creativity, born of an artistic recipe that includes imagination and intelligent technology.
Bon appétit!
