Synergy Between Human Insight and AI-Powered Execution

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For AI coach and content creator Ross Symons, storytelling has always been at the centre of his pursuits. In 2014, he decided to start an Instagram account dedicated to a daily challenge of folding and showcasing a new origami figure. His followers grew from 120 to over 100,000 in just 18 months.

Ross’ latest venture has him working closely with agencies and brands to bridge the gap between AI and human creativity. Storytelling remains at the helm of these efforts, and while his work involves ensuring that teams can leverage new and emerging tools effectively, his main game is to ensure creative professions aren’t “losing their unique artistic vision.”

Martechvibe spoke to Ross Symons, Chief Creative Officer at ZenRobot, about the best way to leverage genAI for creative work, and the process he teaches for best results.

Full interview;

Tell us about your journey from developer to content creator and then AI expert.

My career began in web development in advertising, where I learned how to solve technical problems but felt creatively unfulfilled. I transitioned into content creation, specifically origami stop-motion animation, which led to collaborations with global brands. Over time, I realised that my strength lay not just in creating, but in helping others understand and implement creative techniques.

When generative AI tools like ChatGPT and MidJourney emerged in 2022, I saw their potential to revolutionise creative workflows. I started experimenting with these tools to optimise concept development, storyboarding, and animation. As AI evolved, I became increasingly focused on training creatives and marketers on how to integrate AI into their work—helping them streamline ideation, enhance visual storytelling, and unlock new creative possibilities.

Today, I work with agencies and brands to bridge the gap between AI and human creativity, ensuring that teams can leverage these tools effectively without losing their unique artistic vision.

How did you get started on using genAI tools in visual storytelling? What advice would you give those getting started?

I started using gen AI tools purely out of interest. Initially, I used ChatGPT for brainstorming and refining code scripts and templates, then incorporated MidJourney for generating images for animations. As more AI powered tools emerged, I began integrating them into as many stages of content production, from ideation to animation.

If you’re getting started, my advice is to focus on AI as a collaborative tool, not a replacement. Start by using AI to speed up repetitive tasks, like generating variations of ideas or refining visual references, so you can spend more time on the cool stuff that you enjoy doing. Marketers and creatives should also invest in learning how to craft detailed prompts, as the quality of AI outputs depends heavily on how well you communicate with the tool. Once you grasp these fundamentals, you can start experimenting with AI-driven video, voiceovers, and automation to further optimise your workflow.

What would you say to the critics of genAI tools for creatives? Are humans losing their role in the creative process?

I understand the concerns about AI in the creative industry. Many worry that automation will replace human creativity, but the reality is that AI is a tool that enhances, not replaces, the creative process. From my experience training creatives and marketers, the most successful AI users are those who combine human intuition, strategic thinking, and artistic skills with AI’s efficiency.

History has shown that every new creative technology, from photography to digital design, has faced some pushback. The key is to use AI in a way that supports and accelerates creative work rather than relying on it for originality. AI can generate options quickly, but it still requires a human to provide context, make decisions, and add the emotional depth that makes content truly resonate. The best results come from a synergy between human insight and AI-powered execution.

Give us a run-down on the tools you are currently using, and for what.

I train creatives and marketing teams on how to integrate AI into their workflows, so I use a combination of AI-powered and traditional tools. Here’s what I currently work with:

• ChatGPT – For brainstorming, content strategy, refining copy, and generating structured prompts for visual AI tools.
• MidJourney – Text to image used extensively for concept art, mood boards, and reference imagery, helping brands visualise creative directions before production.
• Invoke – For text to image generation, editing and manipulation.
• Luma Labs – Dream Machine – For AI-generated video content, from concept animations to marketing visuals.
• Kling – Another AI video tool I use for motion effects, text-to-video transformations, and creating dynamic marketing assets from images.
• Eleven Labs – For AI generated voice overs that add depth to presentations, videos, and branded content.
• Adobe Photoshop & After Effects – Used for compositing, post-production, and enhancing AI-generated visuals for a polished final product.
• Canva -A go-to for quick content creation, designing marketing materials, and generating social media assets efficiently.

Tell us what goes into the process of creating a video using genAI tools, from vision, prompt, fine-tuning the model to the final product.

The process of creating a video using AI tools is a blend of creativity, strategic planning, and technical refinement. Here’s the workflow I teach to creative teams and marketers:

1. Concept & vision – Define the objective of the video. Is it a brand campaign, social media content, or an experimental piece? Understanding the goal helps shape the AI prompts and visual direction.
2. Prompt development – Craft detailed prompts tailored to each tool. For MidJourney, this involves specifying composition, color palettes, and textures. For video tools like Dream Machine or Kling, prompts focus on movement, style, and consistency.
3. Generating visual assets – AI-generated images serve as keyframes or reference points. If necessary, they are edited in Photoshop before being animated.
4. Motion & animation -Using AI-powered video tools, images are animated, looped, or combined with motion graphics. This stage requires fine-tuning to avoid inconsistencies common in AI-generated motion.
5. Fine tuning & post production – AI-generated visuals often require polishing. I refine sequences, adjust pacing, and apply additional effects in After Effects.
6. Sound & Voiceover – Using Eleven Labs or traditional editing software, I add narration, sound effects, and background music to enhance engagement.
7. Final Output & Optimisation -The video is formatted for different platforms, ensuring the best quality for social media, presentations, or digital campaigns.

From your experience, what advice would you give creative influencers to build a following on social media?

For creative influencers and marketers, building a following requires more than just posting content — it’s about delivering consistent value and establishing authority. Here’s what I advise:

1. Position yourself as an expert – Whether you focus on AI, design, or marketing, define a clear niche and provide educational or insightful content that resonates with your audience.
2. Post consistently – Social media algorithms reward regular posting. Have a content calendar and balance educational, inspirational, and interactive posts.
3. Show behind the scenes content – Sharing your creative process, from AI-generated concepts to finished pieces, helps audiences understand the value of your work.
4. Engage with your audience – Reply to comments, ask questions, and collaborate with others. Building a community is super important.
5. Use AI to enhance your content – AI can help with content ideation, design templates, and even video creation, allowing you to produce high-quality content more efficiently.
6. Leverage trending topics authentically – Trends can boost visibility, but ensure they align with your expertise. Adapting trends in a meaningful way keeps content relevant without feeling forced.
7. Experiment & refine – Test different content formats and track engagement. If certain types of posts perform well, lean into that while continuously iterating on your approach.