Q: As the creative industry continues to evolve with AI and automation, what skills or mindsets do you believe will remain uniquely human and therefore most valuable in the years ahead?
Shawn Rubel: The ability to understand and connect with people will always be important. AI can generate content, but it can’t truly understand why someone needs a particular solution or what emotional response they’re trying to create. That human insight, knowing your audience, understanding their pain points, and creating something that genuinely resonates with them, is irreplaceable.
Critical thinking and curation are going to become even more valuable. As AI produces more and more content, someone needs to determine what’s actually good, what’s appropriate for a specific context, and what serves the intended purpose. Humans excel at making those judgment calls based on experience, intuition, and understanding of nuance.
Adaptability and continuous learning will be crucial. The technology landscape changes so rapidly that the specific tools we use today might be obsolete in five years. But humans who can learn, adapt, and apply new technologies to solve real problems will always be valuable.
Q: Vecteezy operates at the intersection of technology and creativity. How do you see the role of platforms like yours changing to support artists and designers in an increasingly digital-first, AI-driven world?
Shawn Rubel: In an AI-driven world, our role becomes helping creators navigate the new landscape. That means providing tools that augment human creativity rather than replace it. We’re using AI to improve search and help users find exactly what they need, but we’re also giving them filters to find purely human-created content when that’s what they want.
We’re also advocates for fair compensation. As AI floods the market with content, platforms need to ensure human creators can still make a living. That’s why we pay contributors for free downloads, proving there’s a sustainable model where everyone benefits.
The key is using technology to democratize creativity while preserving what makes human creative work valuable. Platforms that can leverage AI for efficiency while celebrating and supporting human creativity will be the ones that thrive and truly serve the creative community.
Q: Many creatives worry that new technologies could dilute originality. How do you think the industry can embrace innovation without losing authenticity?
Shawn Rubel: I think this concern is understandable, but I’ve learned from building Vecteezy that authenticity actually comes from solving real problems for real people. When I started the company, I wasn’t trying to innovate for innovation’s sake. I was trying to solve a problem I personally faced as a designer who couldn’t afford quality resources.
The key is to use technology as a tool to amplify human creativity, not replace it. The authenticity comes from the intent and the problem you’re solving, not necessarily the tools you use. What makes work authentic is the human insight behind it, understanding what your audience needs, and delivering value first.
Q: When you think about “future-proofing” a creative career, what practical steps should individual artists, photographers, and designers be taking?
Shawn Rubel: The most important thing is to stay connected to your community and their evolving needs. I’ve always put myself in the shoes of our users. Why is what we’re creating valuable to them? That mindset has guided every major decision at Vecteezy.
Practically speaking, creators should diversify their skill sets but stay focused on their core strengths. Build a strong portfolio that shows problem-solving, not just technical ability. Also, don’t just follow your passion blindly. Follow what you’re genuinely good at and what people actually need.
Additionally, embrace new tools but don’t let them define you. Whether it’s AI or the next big thing, these are tools to enhance your unique perspective, not replace it.
Q: The definition of “creative work” is expanding beyond traditional mediums. What emerging formats or channels do you think will dominate the creative landscape over the next decade?
Shawn Rubel: Interactive and immersive content is huge. Augmented reality, virtual reality, and mixed reality will move from niche applications to mainstream storytelling and marketing tools. Designers need to think beyond static images and consider how their work functions in 3D spaces and interactive environments.
Short-form vertical video, interactive social filters, and shoppable content will keep evolving. The boundaries between “content” and “commerce” will blur, and creators who can tell compelling stories quickly will have a major advantage.
Ultimately, the winners in this new creative economy will be those who embrace versatility. They’re able to move fluidly between traditional art forms, immersive media, and emerging digital platforms.
Q: Global audiences are consuming content at unprecedented speeds. How can creative professionals balance the demand for rapid production with the need for quality and artistic integrity?
Shawn Rubel: This is where understanding your “why” becomes critical. At Vecteezy, we’ve learned that quality wins in the long run. Yes, there’s pressure for speed, but we’ve built our reputation on manually reviewing every piece of content to ensure quality. That’s what keeps people coming back.
For individual creatives, I’d say focus on systems and efficiency rather than just speed. Build templates, develop repeatable processes, and invest in tools that help you work smarter, not just faster. But never compromise on solving your audience’s real problem. That’s where your value lies.
Also, remember that “good enough” often beats perfect. It’s easier to improve on a rough idea than to make something perfect on your first attempt. Get feedback early and iterate quickly.
Q: Looking ahead, what role do you see collaboration between humans, AI tools, and even cross-disciplinary teams playing in building a sustainable and future-ready creative ecosystem?
Shawn Rubel: I see AI as another team member with specific strengths. At Vecteezy, we’re using AI to improve search relevance and clean up data. This frees up our team to focus on strategy, relationships, and creative problem-solving. The key is understanding what each “team member,” human or AI, does best.
Cross-disciplinary collaboration will be even more important. The best creative solutions come from diverse perspectives. We have a diverse, remote team. Diversity of backgrounds and skill sets makes it easier to bring ideas to life and serve our global community.
The future belongs to teams that can leverage the unique strengths of humans, like empathy, strategic thinking, authentic creativity, while using AI and automation for repetitive work that doesn’t require human insight.
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Who Is Shawn Rubel?
Shawn Rubel is the founder and CEO of Vecteezy, one of the world’s largest creative marketplaces offering millions of free and premium stock photos, vector graphics, and 4K videos. With a background in graphic design, Shawn started the company in 2007 as a creative outlet. Today, Vecteezy is powered by a remote team of 50+ people and has been recognized four times as an Inc. 5000 company.
