AI Creative System Lead

Job Description

Role Summary
AirAsia MOVE's Creative team produces thousands of performance marketing assets every month, static ads, video ads, display banners, motion graphics, and campaign adaptations across multiple ASEAN markets. The throughput is high. The adaptation workload is heavy. And right now, too much creative talent is locked inside repetitive production tasks. This role exists to change that. We're hiring an AI Creative Systems Builder, someone who builds the infrastructure that makes creativity scalable. You will design and deploy AI pipelines, ComfyUI workflows, automation tools, and lightweight internal interfaces that shift our creative team from production-heavy to idea-heavy. This is not a designer role. It is not a basic prompt engineering role. This is an engineering and systems-thinking role at the intersection of AI, creative production, and performance marketing.

Key Responsibilities
 

Build the AI Creative Infrastructure

• Design, build, and maintain ComfyUI workflows for image and video generation at production scale

• Develop reusable AI pipelines for static ads, motion graphics, video ads, and campaign adaptations

• Integrate open-source models (Stable Diffusion, FLUX, AnimateDiff, etc.) and proprietary models, including Kling, Nano Banana, and emerging video/image tools

• Evaluate and onboard new AI models into production workflows continuously

Reduce Repetitive Work Across the Creative Team

• Identify the highest-volume adaptation and resizing tasks and automate them

• Build tools that allow non-technical designers to run AI workflows without manual engineering support

• Create templates and systems that allow one creative concept to generate 20+ market-ready variants automatically

3. Build Internal Tools and Lightweight Interfaces

• Use JavaScript and APIs to build internal creative tools, dashboards, and automation scripts

• Explore and implement frameworks like Remotion for programmatic video creation

• Build and maintain API connections to AI services, asset management systems, and production pipelines

• Assess tools like Claude Code and similar AI coding agents for creative automation tasks

4. Accelerate Video and Motion Production

• Build AI-assisted workflows for video ad creation, editing, and market adaptation

• Reduce turnaround time on performance video ads from brief to publish-ready

• Enable rapid A/B variant creation for video creative testing across platforms

5. Drive Continuous AI Adoption

• Maintain a running evaluation of the latest AI tools, models, and frameworks relevant to creative production

• Run internal demos and build documentation so the creative team can adopt new tools independently

• Work directly with the CMO and Creative Lead to prioritize which automations to build next based on business impact

Technical Requirements

• Open-source image and video models: Stable Diffusion, FLUX, AnimateDiff, CogVideoX or equivalent; understanding of fine-tuning, LoRA, ControlNet

• Proprietary AI models: hands-on experience with tools such as Kling, Runway, Pika, Nano Banana, or similar commercial AI video/image tools

• API integration: connecting AI services, cloud storage, CMS, and creative tooling via APIs

• AI coding tools: practical experience using Claude Code, Antigravity, or other AI-assisted development environments

• Cloud infrastructure basics: enough to deploy tools, manage compute for image/video generation, and handle file pipelines

• Understanding Figma basics for creating templates is an added advantage.

• Version control: Git; ability to maintain internal tool repositories cleanly.

Who should not apply

We'd rather be honest upfront than waste your time or ours:

• You're a graphic designer looking to add AI tools to your existing workflow; that's a different role

• Your AI experience is limited to Midjourney prompting and ChatGPT; this role requires technical depth

• You prefer clearly defined specs and structured delivery environments — this role involves significant ambiguity

• You haven't built a custom ComfyUI workflow from scratch; that's table stakes for this role

• You're looking for a role where you can focus on one tool or one medium; this requires breadth and speed

• You want to join a team where experimentation is occasional: here, it is the job