Joris Knetsch: Reimagining Creative Production in the Age of AI
Moving at the speed of creative production world, POP – Havas’s AI-powered content production network – has been making bold strides across Asia Pacific, thanks to a collective business strategy led by Joris Knetsch, POP’s Executive Vice President for APAC.
Based in Singapore, Joris has been playing a pivotal role in scaling the network’s regional presence, while helping drive Havas’ Converged.AI strategy – a fusion of creativity, media, and production with AI at its core. His focus is on supporting the implementation of a production model where technology enhances, not replaces, human ingenuity, ensuring that innovation is always grounded in craft and cultural relevance.
Here he shares his perspective about the topic.
A career built on innovation and expansion
With over 15 years of experience across Europe and Asia, Joris Knetsch has built and scaled creative operations in key markets including Singapore, Malaysia, Australia, Japan, Korea, and China. His career has been defined by a focus on blending technical innovation with culturally attuned creative execution, building high-performing teams, and driving regional growth. From early digital transformation work in Amsterdam to leading multi-market expansion across APAC, Joris has been commited to pushing the boundaries of how technology and creativity intersect.
Debunking the AI myth
When it comes to AI, Joris believes one of the biggest myths is that it’s a silver bullet meant to replace people.
“AI without human direction creates more noise, not value. The craft, judgment, and cultural understanding of humans are what make the difference. AI just accelerates and scales that.”
This philosophy is embedded in POP’s DNA. Unlike competitors that lean too heavily on either tech or creativity, POP is designed from day one to integrate creativity, craft, and production, using AI as connective tissue – not a gimmick.
Rethinking agency-client relationships
Joris also challenges the traditional “us vs. them” dynamic between agencies and clients. “The most successful relationships now are genuine partnerships,” he explains.
“Agencies should co-create and embed with clients, solving problems shoulder-to-shoulder rather than just delivering assets.”
This shift from vendor management to business extension is central to how POP operates, offering clients speed, efficiency, and craft – without compromise.
The future of creative production
Looking ahead, Joris envisions a world where production moves from the back-end to the front lines of brand strategy. “In two years, the industry won’t be talking about ‘using AI’—it’ll be table stakes,” he predicts.
“The winners will be those who design end-to-end organisations where automation, talent, and storytelling are well connected.”
But with innovation comes challenge. The biggest hurdle is cutting through the hype cycle. “Clients are overwhelmed by ‘AI-washing’ and vendors promising the world,” Joris warns. “The real challenge is proving what’s actually possible, setting realistic expectations, and delivering results at scale – without burning out talent or drowning in complexity.”
Curious to see how POP is redefining creative production?
Explore our approach, expertise and capabilities to see how we blend creativity, media, and AI to deliver at scale – without compromise.
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