> “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.

Take out the word AI and replace it with any other tool that's over-hyped or over-used, and the above statement will apply to any organization.