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01:01There's some information missing. We need to reconstitute the missing information. And then from this collagen, there's lab-grown leather
01:09that is born. And we made a first materialization of that with a bag that was revealed in Amsterdam, I
01:18guess, in April.
01:19Well, it all sounds incredibly fascinating. It all sounds very Jurassic as well. Jurassic fashion. What was the inspiration behind
01:27this? And why go out of all the things you could do? Why go for a handbag?
02:01Because there's the lab-grown leather industry is facing kind of a struggle to grow because it's compared to cow
02:09leather and it's felt like a sub-product versus being a product of its own.
02:14And so we decided to create a leather that is completely out of comparison, completely a thing of its own,
02:21enriched with, on one side, science and the other one, storytelling.
02:25And hopefully it's not going to go instinct as T-Rex.
02:29Well, I hope not. So tell me what role then did artificial intelligence have in that process?
02:35Yeah. So actually it's very key because it's basically, let's say, a data-driven innovation because to reconstitute the missing
02:44parts of the collagen, you need AI, part of it.
02:49There's some stuff that is then on top of that, that I am not qualified to explain, but part of
02:56it is AI to guess, to reconstitute what's missing and to be the closest possible to what the real thing
03:05was.
03:05And so that's the main part without that. It won't be possible.
03:09And actually previously, this idea kind of predates a little bit this year, quite a lot actually, the AI was
03:17not yet there for us to do it properly.
03:21So we did another project meanwhile, and now we finally, we were able to release that.
03:27It sounds like an incredible project. And I wanted to ask you more in general, you know, everybody, of course,
03:32now faced with the challenge of using AI as a content creator.
03:38How is that affecting what you do on a day-to-day basis?
03:42AI today is, I mean, the tools that we're using, there's probably other ones.
03:47Most of the tools are like, it's called AI, but it's predictive algorithms that are really good with what's existing.
03:54It's like a search engine plus other things.
03:58And so what it does absolutely doesn't replace what we as content creator industry are doing.
04:08It's actually a great tool, a great simplifier, and also a lot of things can be imagined to use it
04:19in ways that amplify what we're doing versus feeling like it's an enemy or whatever.
04:26Humans are humans, and for now, at least, it's great to have humans imagining content for humans.
04:36I mean, I believe in that.
04:37Maybe it's wishful thinking, but for now, I don't see any signs of the contrary.
04:42don't let them feel like it's going to be painful.
04:42Don't let them remember it.
04:43If you like my channel, let us know.
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