AI is No longer “If,” but “With Whom”: How Juice helps brands lead in a changing landscape
With AI making headlines for its rapid advancements and creative potential, its role in the industry remains widely debated. Campaign Brief Asia spoke with Adam Tunikowski, CEO of Juice, a leading visual effects and post-production studio, about how their in-house tool is redefining workflows while preserving artistic integrity.
As we move into 2025, the debate around AI in creative industries has never been more intense. Misconceptions often cloud AI’s true potential, a challenge that Adam Tunikowski, CEO of Juice, has witnessed firsthand.
Juice studio with branches in Japan, China, and across Europe continues to see speculation and misunderstanding about AI’s role in production despite the expertise invested in creative projects.
“It’s both fascinating and disheartening to witness,” says Tunikowski. “Especially when such assumptions create unnecessary challenges for artists and clients alike. It’s a striking reminder of just how much confusion still surrounds AI’s role in creative work.”
Amid ongoing challenges and controversies, the demand for faster turnarounds and high-quality creative solutions is rising. To meet this need, Juice developed Juice.AI, an in-house tool designed to streamline workflows for global brands and agencies.
Juice.AI isn’t just another tech tool; it’s a strategic asset that helps brands excel in a competitive, AI-driven creative landscape. By cutting down concept development time, Juice.AI enables more competitive pricing, quicker project completions, and greater adaptability to market changes.
Technological Innovation: The Backbone of Juice.AI
Juice’s AI journey began with common industry tools like Runway, Midjourney, ComfyUI, and KLING AI. However, recognizing the need for a customized solution led to the creation of an in-house tool that integrates seamlessly into the studio’s R&D pipeline, delivering creative work on a global scale.
Versatile in its application, Juice.AI excels from early production stages – such as ideation, pitching, and prototyping – to full-scale productions. AI has become a game-changer in matte painting and environment creation, enabling artists to visualize intricate landscapes and craft immersive worlds.
By leveraging AI, artists generate highly detailed, photorealistic environments in record time, freeing them to refine and elevate the creative vision. This synergy speeds up project delivery while preserving creative excellence and ensuring client-focused outcomes.
Strategic Value: A Smarter, Faster Alternative
While highlighting the benefits of Juice.AI, Tunikowski also acknowledged the compromises that come with adopting AI technology. He emphasized that while Juice.AI removes lengthy planning phases and offers a scalable, future-proof solution for content creation, it does not address every challenge.
“We recognize that integrating AI can reduce costs and completion times, but it involves certain limitations – such as reduced flexibility and potential impacts on creative nuances,” said Tunikowski. “Instead of promising perfection, we guide clients through AI complexities, offering education on managing its constraints. Understanding these considerations empowers them to harness AI’s potential while balancing efficiency with creative objectives.”
Tunikowski hints at upcoming case studies that will showcase how their tool has transformed creative processes for various clients, offering concrete examples of success.