Govind Balakrishnan is the SVP running Adobe Express. He's spent 20 years at Adobe and watched creation move from desktop to mobile to social feeds. We sat down at Cannes to talk about why AI content doesn't get views. His answer: everyone blames the algorithms, but it's humans who are tuning it out. AI now gets you 60–70% of the creative work in minutes. The last 20–30%, where you add your own taste and voice, is the part people actually watch. He also told me why he expects the industry to need more designers 3 years from now. Stay till the end for his advice to designers who are already losing clients to AI.