“I have no idea how he ended up as an art director when he can’t visualise what he wants in his head unless can see some end results”, Bradley says. Rather than beginning with sketches and ideas, then iterating on those to produce a more finalised image or vision, Bradley says his boss will just keep prompting an AI for images until he finds one he likes, and then the art team will have to backwards engineer the whole thing to make it work.

“He doesn’t know that the important thing isn’t just the end result, it’s the journey and the questions you answer along the way”. Bradley says that the studio’s management have become so enamoured with the technology that without a reliance on AI-generated imagery for presentations and pitches they would not be at the stage they are now, which is dealing with publishers and investors.