Creative Dispatch#001: Ownership, Pressure, and The Changing Shape of 
Letter from the Editor The Uneven Middle (and What Comes After)Creative work hasn’t collapsed. But the scaffolding is shifting. Familiar tools still function, but the friction is different. Roles are blurring. Timelines are compressing. You can feel it. Workflows are holding, but they're straining in places they never used to. That’s the story running through this first issue of Creative Dispatch. H&M’s AI models are launching with ownership clauses. Adobe’s tools are starting to make decisions. Amazon is pushing for speed, while small brands are fighting to stay solvent. These aren’t isolated stories. Rather, they’re pressure points, revealing just how much creative infrastructure is being asked to carry all at once. If your job is stretching to include tech, logistics, and production strategy, you’re not overreaching. You’re responding to the evolving shape of creative work. Read this issue slowly. There’s clarity in here.
What We’re Watching H&M Bets on AI Models (But Gives Humans the Reins)
H&M is creating hyperrealistic AI-generated “digital twins” of real models for use in e-commerce and marketing imagery. But unlike typical virtual influencers, these avatars are owned by the models themselves. H&M’s pitch? AI is coming, so let’s use it to empower, not replace, human talent. Why It’s Worth Your Radar
What It Means for Creative ProductionThis model-forward approach could reshape content creation without cutting creatives out. By treating AI twins like traditional image rights deals, H&M sets a precedent for ethical integration. Still, the long-term implications for photographers, stylists, and crew remain unclear. Studios should watch closely: this is one of the first real-world tests of AI’s role in high-volume fashion production, and how fairly it can be done. Editor’s Pick
What We're Watching 
Amazon’s AI Bet Is About Speed, Not Just ScaleIn his 2024 shareholder letter, Amazon CEO Andy Jassy lays out a clear message: Generative AI is not just another tool. Rather, it’s a platform shift, and Amazon is investing aggressively. From custom silicon to foundational models, Amazon is building infrastructure to power next-gen customer experiences across shopping, streaming, and even healthcare. Why It’s Worth Your Radar
What It Means for Creative ProductionAmazon’s vertical integration of AI—from infrastructure to end-user applications—raises expectations for what is possible in creative operations. Studios and brand teams should expect rising pressure to integrate GenAI into workflows, not just for cost or scale, but to meet new consumer expectations for speed and personalization. With Amazon setting the pace, the window to experiment with AI-enhanced content creation may be narrower than many assume. Overheard on Social
What We're Watching Tariffs Hit Small Fashion Brands Hard. Here’s How They’re Fighting Back
With U.S. and China tariffs rising and the de minimis exemption set to roll back, small fashion brands are scrambling to protect margins and stabilize supply chains. Some are shifting pricing strategies, others are exploring legal tariff workarounds, but many are simply trying to survive a volatile trade environment. Why It’s Worth Your Radar
What It Means for Creative ProductionStudios working with small fashion brands should prepare for production delays, cost-cutting, and leaner drops as tariffs reshape sourcing and logistics. Brands are under pressure to plan farther ahead, diversify risk, and communicate openly with customers. For creative leaders, this means more upstream involvement in inventory planning, supplier relations, and cross-functional strategy—especially as nimbleness gives way to resilience.
What We’re Watching Adobe’s Agentic AI Puts Creatives in the Driver’s Seat.png?upscale=true&width=3840&upscale=true&name=image%20(3).png)
Adobe has outlined its vision for agentic AI—intelligent assistants that take action under user direction—to boost productivity and creativity across its flagship tools. Unlike hype-driven AI, Adobe’s approach emphasizes control, transparency, and practical utility for creatives at every skill level. Why It’s Worth Your Radar
What It Means for Creative ProductionAdobe’s rollout of agentic AI could shift how creative teams approach pre-production, iteration, and scaling. Agents won’t replace creative intuition, but they’ll reduce grunt work, shorten time-to-first-draft, and lower the barrier for non-experts to contribute. For creative leaders, the message is clear: AI fluency is no longer optional, and the most competitive teams will be those that pair human vision with AI acceleration. What Did You Think of This Issue?Before you go, I’d love to hear what you thought of today’s issue so I can continue to improve Creative Dispatch. 
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Models retain full ownership and licensing rights to their AI twins even for use with other brands.
Over 1,000 GenAI applications are being built across Amazon, including shopping, coding, and creative content.
