Interview: Freepik Boss Tells Us the Limits of AI, Why Storytelling Matters, and How Not to Tangle Yourself up in a Copyright Nightmare

Why It Matters

Freepik’s AI‑enabled, legally‑secure offering could accelerate enterprise adoption of generative tools, reshaping creative workflows and reducing risk for brands, while the push toward "creative engineers" signals a broader industry shift in talent requirements.

Summary

At Freepik’s Upscale event in Malaga, CEO Joaquín Cuenca outlined how the company is positioning AI as a collaborative tool for a new class of "creative engineers," supported by the Freepik Spaces platform that blends workflow, feedback and storytelling. He emphasized Freepik Enterprise’s legal safeguards, including data‑privacy guarantees and liability insurance, to protect users from copyright and trademark risks when generating content with AI. Cuenca noted current AI limitations—such as fine‑detail rendering in images and the nascent state of video generation—while expressing confidence that rapid investment will soon close the gap. The interview framed AI as a democratizing force that expands creative participation while requiring disciplined, team‑based processes.