As generative AI reshapes creative workflows, the need for purpose-built tools has never been greater. In this follow-up session, Jameson Proctor takes a deeper dive into the strategies, challenges, and opportunities of building custom AI-driven design tools.

​Expanding on concepts introduced in the previous talk, we’ll explore real-world applications of tailored generative systems, examining how they can enhance efficiency, unlock new creative possibilities, and redefine the relationship between human intuition and machine intelligence.

Jameson Proctor is the CEO of Athletics, where he brings over 20 years of leadership in creative technology, design, and brand innovation. His career path—from chef to coder to studio leader—has led him to spearhead transformative digital projects for clients like the New York Review of Books and Square, creating purpose-built tools that bridge technology and creativity. A lifelong tinkerer, Jameson experiments with synthesizers, microcontrollers, and other tools that merge art with engineering. His distinctive journey reflects his core belief that technology, like any craft, flourishes where purpose meets play.