The GNUsFeed

Lucasfilm, OpenAI, and the Future of Creativity

“A long time ago in a galaxy far, far away…”

That line has a way of transporting us—whether we first heard it in a packed movie theater, on a fuzzy VHS tape, or streaming from a laptop late at night. For many of us, it was a portal to wonder. To imagination. To possibility.

This past week, I had the rare opportunity to visit two of the most innovative and imaginative workplaces in the world—Lucasfilm and OpenAI. One has spent decades expanding the boundaries of storytelling through film, while the other is pushing the limits of artificial intelligence. Yet both visits reminded me of a powerful truth: tools evolve, but creativity is still deeply human.

Last week, I stepped into a real-life time machine. First, I visited Lucasfilm’s headquarters in the Presidio with the GNU Group design team—walking the same halls where Star Wars was born, surrounded by the models, props, and concept art that shaped a generation of storytelling. It was a homecoming of sorts, traveling back to the stories and symbols that shaped my childhood. From movie posters to lunchboxes to trading cards, walking the halls was like entering a living museum. What struck me most wasn’t just the artifacts—it was the passion and detail embedded in every model, prop, and costume. Many weren’t even used on screen. They were built solely to convey concept, scale, or texture—prototypes of imagination made tangible.

As designers, we were thrilled to see how their passion for materiality, craftsmanship, and storytelling was also infused into their signage program. Lucasfilm embraced who they were—and we geeked out on the details right alongside them. It reminded me that whether you’re crafting signs or spaceships, what matters is the care behind the craft.

There’s a scene in A New Hope where Luke, blindfolded and unsure, first connects with the Force. Guided by Obi-Wan, he manages to deflect a blaster bolt using nothing but instinct and trust in something he barely understands. When he succeeds, Obi-Wan tells him, “You’ve taken your first step into a larger world.” That line has stuck with me, especially as I think about my visit to OpenAI, the organization behind ChatGPT. Because in many ways, AI is today’s version of the Force: powerful, still mysterious, and just beginning to show us what’s possible.

At the CoreNet Northern California’s Chapter Meeting. OpenAI’s Workplace team presented on AI and CRO: Tools for a Real Estate Edge. I heard from everyday workplace professionals who were curious enough to try something new and ended up transforming how they work. From streamlining service requests to automating communication, they were using AI to make space for more human-centered, high-value work. They demonstrated how ChatGPT is already transforming the way we work, not replacing people but empowering them.

These back-to-back experiences painted a clear picture of where creativity is headed…and what’s staying the same.

A New Era of Storytelling

We’re only at the beginning of what AI can do. As it matures, it will radically change how we work: offloading repetitive tasks, sparking ideas, refining concepts, and helping us focus on the end experience. But more importantly, AI has the potential to democratize creativity. The tools that were once accessible only to large studios or design firms are now available to anyone with curiosity and a story to tell. A teenager with a laptop and ChatGPT can draft scripts, visualize scenes, or develop branded content that rivals traditional production teams.

Still, the fundamentals remain:

• Details Matter: whether it’s a hand-sculpted helmet or a finely crafted sign, the little things create the big experience.

• Storytelling Matters: tools can accelerate creation, but only stories create connection.

• Curiosity Matters: it’s what drives innovation, exploration, and meaning.

Technology will continue to evolve, but it’s the people behind the tools—their questions, passions, and willingness to explore—who will shape the future.

So here’s the takeaway I keep coming back to: Stay curious. Don’t let fear hold you back from learning something new. Engage with the technology, but never lose sight of why you’re doing it—whether it’s to improve patient care, design better spaces, educate the next generation, or simply tell a story that sticks.

Embrace the tools. Elevate the experience.