Creating with AI: What Changes, What Stays the Same?
Part of the Bath Digital Festival – FREE EVENT
Making things used to require a team, a budget, and time. That’s changing fast. A photoshoot that cost thousands of pounds and months of planning can now be created in an afternoon. A video production that needed a crew, locations, and a real budget can now be done by one person with a laptop. Custom software that required a skilled developer is now something you can vibe code yourself.
Jessi Frey has been building real projects with AI: music, videos, photoshoots, agentic systems, and vibe-coded sites. What she discovered along the way is not what the headlines suggest.
In this talk, Jessi shares real projects, real timelines, the technical challenges, the costs, the workflows and what all of it revealed about what has genuinely changed, and what fundamental truths are still underpinning product creation.
Jessi Frey is Head of AI Innovation with 15+ years in product leadership at companies including Nokia and Dyson, and a former Virgin Records artist with 20+ years in music.
Testimonials from previous talks:
Rocketmakers
This month we hosted the amazing Jessi Frey who talked about her journey from major label rock star in Helsinki to Product Management ace in Bristol and then back into music production with the help of an AI-assisted toolset. Unlike most musicians right now, Jessi is leaning into AI and becoming one of the first popular musicians to openly share AI as being part of her production workflow. It was an excellent and engaging talk inspiring lots of discussion and questions, even more so because for the first time ever we decided to open up one of our Bridge Talks to the public.
Cherie-Ann Baxter-Blythe
Finally, someone who isn’t focused on what we’ll lose to AI, but what we might gain. Jessi spoke about how AI removes barriers. It opens up a boundaryless, infinite creative space. Most people now have access to these tools, but the real magic will come from the ones who push them to new heights.