ECD.ai: an AI Executive Creative Director as a sparring partner
Joakim created ECD.ai, an AI Execut
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JAB's philosophy: AI multiplies taste rather than replacing it
Joakim holds that creativity is shifting from artifacts to systems, and that ideas will increasingly behave like software. Central to his thinking is the belief that AI multiplies taste rather than replacing it — meaning the people with the
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Using your hand to bend a video
This is an incredible AI effect. It's like magic. Is it real or not?
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Who is Joakim 'JAB' Borgström and what does he do now?
Joakim Borgström, known as JAB, is a Swedish creative leader turned AI founder based in Europe and Spain. He spent nearly three decades at the top of global creative agencies before shifting into AI-driven entrepreneurship. He works at the