Creating with AI: What Changes, What Stays the Same?

A practical, honest, and highly visual account of three distinct projects.

Making things used to require a team, equipment, a sizable budget, and time. That's changing fast. A video production that needed a crew, locations, professional equipment and a sizable budget can now be done by one person with a laptop. Customer insights that took hours of interviews can be synthesized from large quantities of data. Custom software that required a skilled development team is now something you can vibe code yourself.

Jessi Frey has spent two years building real projects with AI: music, videos, photoshoots, content, and web apps. In this talk Jessi shares the real projects, the real timelines, the technical challenges, and the unexpected workflows, and what all of it reveals about what has genuinely changed, and what hasn't moved at all.

What to expect

A practical, honest, and highly visual account of three distinct projects. No slides full of predictions or hype about the latest tools. Instead, Jessi walks through for specific AI projects: a music video production, synthetic user personas and a vibe coded web app.

She highlights the wins, dispels the myths, and draws out the lessons that apply whether you're a founder, a creative, or someone who has simply been wondering what all of this means for the work you do.

Expect to leave with a clearer picture of where AI genuinely changes the game, where it doesn't, and what still matters in a world where production costs have plummeted and the ability to create almost anything has become a reality.

Who should attend

This talk is for anyone who makes things, or wants to. Founders building products, creative professionals and agencies navigating a shifting landscape, musicians and artists wondering what these tools mean for their practice, and anyone who is curious about AI and wants to hear the stories without the hype. No technical background required.

Why Jessi is talking about this

Jessi has spent her career at the intersection of creativity, product development, and business. What drives this talk is genuine excitement about what has become possible, combined with the clear-eyed realism gained from delivering real projects. 

Format: Solo talk, 45 minutes followed by Q&A Speaker: Jessi Frey, Head of AI Innovation with 15+ years in product leadership at companies such as Nokia and Dyson, and a former Virgin Records artist with 20+ years in music.