Jamie van Leeuwen: Redefining Storytelling with the Power of AI

Jamie van Leeuwen, Founder, Absolutely AI

In today’s world, technology and creativity are often seen as separate forces. But for Jamie van Leeuwen, an artist and entrepreneur, they’re two sides of the same coin.

Jamie’s company, Absolutely AI, is built on the belief that AI doesn’t have to replace human creativity—instead, it can empower it. His work explores how AI can unlock new avenues for storytelling, making creative expression accessible to everyone.

From his background in broadcast journalism and award-winning photography to pioneering ventures in generative AI, Jamie has continually sought new ways to tell stories. He’s worked with clients like the NFL, Sony, and Eureka Australia to produce groundbreaking content that combines human insight with AI’s capabilities. His projects aren’t just about tech for tech’s sake; they’re about opening up creative possibilities for a wide range of people and ideas.

The Spark Behind Absolutely AI

Jamie’s journey into AI began with a simple question: Has AI reached a point where its creative outputs are indistinguishable from human work? In 2023, he put this to the test by entering an AI-generated image into a traditional photography competition. To his surprise, the image won, revealing just how far AI had come in mimicking professional artistry. The experience inspired him to establish Absolutely AI as a platform where storytelling and technology can work together—where AI amplifies, not overshadows, human creativity.

“AI breaks down barriers that have historically held people back from creating, whether it’s cost, equipment, or access to education,” Jamie explains. Absolutely AI embodies this philosophy, offering services that make high-quality content creation accessible to everyone, from leading brands to aspiring storytellers.

Balancing AI and Human Creativity

While some might see AI and human creativity as opposites, Jamie views them as complementary forces. “AI is an incredible tool, but it’s just that—a tool,” he shares. “The real magic happens when someone with a vision and a story uses AI to bring it to life.” At Absolutely AI, technology serves as an accelerator to enhance human creativity. Jamie’s team—composed of visionary artists, filmmakers, and designers—brings this vision to life with each project.

One standout moment was working with the NFL for the Super Bowl. Jamie and his team crafted an AI-generated image series that captured players in a unique light, showcasing the raw intensity of the sport. This resonated with millions of fans worldwide and exemplified how AI can elevate traditional storytelling. Similar projects with clients like Sony, the UFC, and other leading brands across fashion, sport, and finance, highlight Absolutely AI’s ability to work across industries and creative forms, breaking down barriers to creativity.

Thought Leadership and Public Speaking

As a recognized thought leader in the AI and creative space, Jamie frequently shares his insights on the future of content creation. His TEDx Talk, Creating in the Age of AI, offered audiences a look at the transformative power of AI in the creative industry, emphasizing that AI should be seen not as a replacement for human ingenuity but as a way to empower it. Through his talks at events like TEDx, SXSW, and industry conferences, Jamie continues to inspire a new generation of creators to embrace AI responsibly and creatively.

Ethical AI: A Core Commitment

Jamie understands that with AI’s growing influence, the need for ethical use is critical. At Absolutely AI, transparency and respect for the audience are foundational. For example, in their collaboration with Eureka Australia on a documentary about the Eureka Stockade, Jamie’s team used AI-generated images to bring history to life without creating false impressions. “We made it clear these weren’t real historical photographs,” Jamie explains. “AI allowed us to offer a fresh, engaging way to connect with history, but we always want viewers to understand the difference between representation and reality.”

This thoughtful approach to AI is central to Absolutely AI’s mission: to use technology responsibly and effectively while respecting the stories they tell and the people who connect with them.

Looking Forward: The Future of Creativity with AI

As AI technology continues to evolve, Jamie sees a future where it becomes even more integrated into the creative process, making high-quality storytelling accessible to all. “One day, a single person will be able to create a feature film or a music album on their own,” he predicts. For Jamie, the future of creativity lies in those who can blend traditional storytelling with modern technology, using AI to create impactful, engaging content.

Jamie’s advice to aspiring creators is simple: focus on the art, not just the tools. “AI can make creation faster and more affordable, but the heart and soul of storytelling will always come from us,” he says. He encourages creators to invest time in studying storytelling fundamentals—artistic movements, emotional triggers, and psychology—before diving into AI. By mastering the basics and using AI to enhance, not replace their vision, creators can build standout content that truly resonates.

Visit AbsolutelyAi.com.au for more or you can follow Jamie van Leeuwen on LinkedIn.