If anyone can produce a professional-looking image or video with AI, what will make audiences care about one piece of content over another?

In this episode of AI at Work, I speak with Joaquín Cuenca, co-founder and CEO of Freepik, about how generative AI is changing creative work, business workflows, and access to professional production. Freepik serves over one million paid subscribers, while Joaquín says the platform attracts over 70 million monthly visitors.

At that scale, Freepik has seen the difference between an impressive AI demonstration and a tool people can rely on for real creative work. Joaquín argues that generating something attractive is easy. Producing something that reflects a precise idea, maintains consistency, and creates an emotional response requires direction, judgment, and human intent.

We also discuss wh ...