In this TechVoices interview, Freepik Chief Product Officer Omar Pera explains how artificial intelligence is reshaping creative work from static images to fully integrated multimedia workflows.
Rather than viewing AI as a replacement for human creativity, Pera describes a shift toward empowering professionals with tools that combine generative AI, traditional stock assets, and advanced editing capabilities into a unified creative environment. He outlines Freepik’s transformation from a stock image platform into an AI-driven creative suite, its strategic focus on professional control and enterprise adoption, and its belief that the future of content creation will center on collaborative workflows and increasingly personalized, high-quality media production.
Core Takeaways
AI is transforming creativity into a workflow, not a single tool: Freepik is evolving beyond asset libraries toward an end-to-end platform where ideation, generation, editing, and collaboration occur in one integrated environment.
Human control remains central to professional creative work: The company’s strategy emphasizes giving creatives precise control over AI outputs rather than relying on one-click automation, positioning AI as an amplifier of human intention.
Freepik’s competitive advantage blends stock content with generative AI: By combining a massive legacy asset catalog with rapidly updated generative models and editing tools, the platform bridges reliability and innovation for professional teams.
Enterprise adoption depends on training and workflow integration: Through initiatives like Freepik Studios and Academy, the company helps organizations transition to AI-assisted creative processes with onboarding, consulting, and collaborative tooling.
Key Quotes
The Mission: Designing the Future of Creativity
“My job is literally to live in the future and think how it’s going to be the future of creativity and bring that back to a product where creative professionals can actually, using AI, create the best work possible. The goal is to empower creative professionals with tools that amplify their creativity, whether they are producing video for television, social media campaigns, print design, or web experiences. AI is reshaping every creative discipline, and our responsibility is to translate that shift into practical tools professionals can use every day.”
From Stock Platform to AI Creative Suite
“When we saw the first image generation models, we realized transformation was required. Content would no longer only be pre-made assets; it would become a combination of references and generated media. That realization pushed Freepik from being a stock company into becoming a creative platform.
Today, professionals can generate images, videos, audio, and soon 3D content, while also editing and refining everything in one environment designed to help them take an idea from imagination to final delivery.”
AI Is Not Magic — It Enables Magicians
“Many creatives believe AI is magic, but we don’t want AI to do magic for you. We want to enable magicians. AI helps remove mundane work and accelerates creation, but the last mile still requires human judgment and editing. If users expect perfection instantly, they misunderstand the technology. The real power comes from collaboration between human creativity and AI tools, where professionals refine outputs until they reach the quality they envision.”
The Future: Workflow-Centered Creative Production
“The pace of AI progress may accelerate even faster than people expect. What matters for us is not serving a single generation model but helping people complete entire creative workflows, from storyboarding and ideation to generation and editing. In the coming years, personalized video and near-Hollywood quality production will become widely accessible, and the real limit will be imagination. Human intention must remain at the center, while technology becomes simpler and more accessible.”
