A new era of creativity: AirAsia brand co.’s CEO shares 4 principles for businesses embracing generative AI

In an age where technology and creativity intersect like never before, a new opportunity emerges—one that reimagines the role of generative AI in reshaping how brands engage, innovate, and inspire.

Rudy Khaw, CEO at AirAsia brand co. - an entity dedicated to enhancing the reach and impact of the AirAsia brand through brand management, licensing, IP development and merchandising – has championed a vision where AI serves not as a replacement for human ingenuity, but as a powerful collaborator.

Here are his principles for embracing AI with purpose, balance, and creativity.

Principle #1: AI is your partner

According to Khaw, AI’s impact on creativity comes down to three things: magic, speed, and savings. Khaw sees AI as a partner, a tool that can help creatives overcome blocks and accelerate the ideation process.

While AI can generate ideas and offer innovative perspectives, Khaw firmly believes that the spark of a concept, the deep insights, and the storytelling nuance remain human-led.

Principle #2: Authenticity is everything

Khaw believes that while AI can add a touch of magic to storytelling, it shouldn’t distort the truth of what’s being shared. Maintaining authenticity is non-negotiable.

While AI can bring added depth to content, AirAsia’s commitment to conveying genuine experiences remains paramount. Khaw encourages his team to not be afraid to use generative AI and to see it as a way to enhance content.

Khaw’s philosophy is clear: When technology is used to tell a story, it should not distort the truth.

Principle #3: Creativity belongs to everyone

Khaw believes that ideas can come from anyone, anywhere and at any time, and champions a vision of creativity beyond roles and teams. With generative AI tools within accessible creative platforms like Adobe Express, Khaw believes everyone within an organisation should have a voice in the creative process.

While some teams are skilled for the output and creation, generative AI enables creativity to be embraced and kickstarted from anyone across teams, where everyone is part of the creative process.

Principle #4: Embrace bold moves

Khaw is a strong advocate for experimentation and taking bold steps in uncharted territory. When it comes to AI, he encourages his team to try new things, even if that means taking risks that might not always pay off. To Khaw, the potential of AI will be realised if teams are empowered to step into new, uncharted territory.

This approach to AI, which combines agility with a willingness to take risks, enables AirAsia to stay at the forefront of creative innovation, continuously pushing the boundaries of what’s possible in brand storytelling.

Rudy Khaw’s approach to AI offers guidance for brands looking to harness AI’s power while staying grounded in human insight. AI can indeed be a true partner in creativity, empowering individuals across all levels of an organisation to share in the process. It doesn’t just change how brands create—it redefines who gets to be part of that creation.

Find more creative inspiration and discover the power of generative AI with Adobe Firefly, integrated in Adobe Photoshop and Adobe Express.