Forthcoming · Imagination Applied Press
Artistic Intelligence
A Manifesto
Artistic Intelligence is what we use when the answer is not waiting to be found—it has to be made.
AI made generation cheap. It did not make judgment cheap. When anyone can produce a plausible answer in seconds, the scarce thing stops being production and starts being taste—knowing which of the plausible answers is worth having, and being able to say why.
This is a book about where that judgment comes from. It argues that the people who have spent their lives making things under uncertainty—directors, designers, writers, anyone who has had to commit to an interpretation before the evidence was in—have been practising the exact capacity the rest of us now need.
It is a way of seeing rather than a method. The practice built on top of it, TheaterThink, is a separate project and a separate book.
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About the author
Josh Penzell is a keynote speaker, advisor, and founder of Imagination Applied. A theater director turned AI strategist, he helps leaders create direction when the answer is not waiting to be found—aligning people, directing AI, and rehearsing what comes next.