On Tuesday 27 October 2026, the Dutch Innovation Factory in Zoetermeer hosted an evening exploring AI and creativity. At the English-language edition of Pie & AI, GameLab Manager Jeroen Derwort, filmmaker and researcher Kseniia Saraieva and architect Alexandra Pankova shared their experiences. From playable prototypes to film imagery and building designs, AI is opening up new possibilities. But who decides what is worth making?
From an idea to a playable game
Jeroen showed how quickly the possibilities in game development are changing. He described experiments in which students tried to make as much as possible with AI. Earlier attempts had stalled before a game was finished, but a later experiment produced a complete fighting game in a single day, with multiplayer, different characters and special moves.
This also changes the work of the game creator. Developing ideas, setting a direction, making choices and keeping the project coherent become more important. Jeroen illustrated this with personal experiments: rebuilding old games and porting them to other computer systems, with AI supporting tasks including code, visuals and audio.
For GameLab’s educational games and client projects, another benefit is faster experimentation. Different playable prototypes help reveal what works. Conversations with the client and knowledge of the subject remain essential. A technically functional game does not, on its own, answer the question of what someone should learn or experience.
A convincing image still needs professional judgement
Alexandra Pankova showed how AI can help architects compare materials, colours and forms quickly. Images can therefore become part of the design process earlier and more frequently. Her presentation also covered enhancing renders and creating 3D objects.
Yet an attractive image may contain construction details that do not make sense. Human oversight remains necessary to judge whether a design is feasible and whether the image sets the right expectations. The speed of the technology makes the architect’s judgement all the more important.
The filmmaker retains a personal vision
Kseniia Saraieva described how AI broadens access to filmmaking, while story, direction, editing and sound retain their importance. In her own work, she starts with a clear vision. A generated image can be beautiful and still be wrong for the story she wants to tell.
She also discussed work that gives AI more freedom as a creative partner and described her research into perceptions of AI art. How do people respond to a work before they know how it was made, and what changes when they find out? The evening also explored authorship, expectations and the meaning audiences attach to images.
More possibilities, considered choices
The three disciplines highlighted a shared challenge: as making things becomes faster and more accessible, selection, taste and responsibility matter even more. For GameLab, this connects with supporting creators who use technology to turn their own ideas into playable experiences.
This edition was sponsored by the Applied Data Science & AI department at The Hague University of Applied Sciences. Alongside the presentations, the programme offered time to meet and exchange ideas over food, drinks and, of course, pie.