AI won't replace human creativity, say Bluesky and Hootsuite execs

What they're saying: "AI amplifies what we can already do — but it doesn't replace creativity. For creators, the big concern is consent: how their data and voice are used," Novoselsky said.

• Responsible AI means knowing when to hold off, she said: "The number-one answer is restraint — stop at the right level of capability before unleashing every model into the wild."

On federal AI regulation, Wang said finding the right balance is key.

• "Regulation and innovation are two partners that have to work together. Regulation helps people feel protected, but sometimes it comes at the cost of small players," Wang said.

Both executives said they're supportive of initiatives involving companies banding together to make rules about how creators' work can be used — and pushing AI companies to follow the rules.

• "It's just the beginning," Wang said, adding that Bluesky and other organizations are looking to groups like Creative Commons and the Internet Engineering Task Force to create a common protocol for creators to produce under.

• "But at the end of the day, it takes all of us as users to put in that work for the AI labs. Because unless those labs choose to follow the consent protocols, it's still voluntary," she said.

Both execs said that AI has helped customers and users listen to audiences to unlock trends and feedback.

• But there are limits, Wang said: "Use AI to brainstorm, to visualize a world you're imagining. But it still needs to be your idea and your voice."
• "The number-one thing people like is authenticity," said Novoselsky.