AI won’t replace creativity – but it will raise expectations

Written by Jason Foster, Creative Director.

Why creativity has never mattered more

We’ve all seen the headlines claiming AI is coming for jobs and creativity is under threat. But in our world, where ideas, originality and emotional connection still matter most, the reality feels very different.

AI isn’t replacing creativity. But it is changing the landscape around it.

For brands and businesses, that means expectations are shifting. Audiences are starting to spot the difference between work that’s human-inspired and work that’s just AI-generated. It’s no longer enough for content to be competent – it needs to feel crafted, intentional and alive with insight.

That’s where creativity comes in, and why in this new era, it matters more than ever.

AI is removing friction from the functional, generating words, images and even entire campaigns in seconds. But speed alone doesn’t make ideas resonate. What truly connects is relevance, nuance, personality and a consistent visual and verbal identity – the kind that links strategy to story, and story to stakeholder.

These are things AI can mimic, but not master.

As a creative agency, we see AI not as competition, but as a catalyst. It’s raising the floor, not lowering the ceiling. By automating the generic, it pushes us to focus on the exceptional – to sharpen ideas and hone what only humans can do, whether that’s strategic storytelling, emotionally intelligent design or brand ideas that genuinely move people.

And we’re already seeing the benefits in how we deliver for clients. AI helps us explore creative routes faster, pressure-test early ideas and visualise different options before moving into full development. It lets us prototype messaging, generate alternate tones of voice, or build mock-ups in minutes – all of which speeds up the process and creates space for deeper strategic thinking. Used well, AI enables our teams to spend more time crafting the story, refining the user experience and pushing the creative further. It helps us move faster and smarter – without compromising quality.

It’s also a reminder: creativity needs to prove its value more clearly. In a world where everyone suddenly has the tools, the difference lies in how you use them. That’s why we’re continuing to champion creativity that’s not just original, but outcome-focused – work that elevates brands, shapes perception and drives engagement in measurable ways.

So no, AI won’t replace creativity. But it will challenge it, exposing the average and highlighting the distinctive. And in that shift, there’s a real opportunity for the best ideas and the strongest creative teams to shine more than ever.