How has AI changed the way we evaluate creative work today?
Annabelle: The days of saying, “Wow, this was made with AI,” are behind us. We’ve gone back to the fundamentals: “Is this a strong creative idea or not?” Simply using AI is no longer enough to win awards. What matters is how effectively the challenge in the brief is solved, whether AI was involved or not, what insights led to the idea, and whether the execution ultimately delivered the desired impact.
When used well, AI can broaden perspectives, uncover deeper insights, and enhance the quality of creative work. At the same time, it allows us to evaluate results with greater precision.
What advice would you give creatives working with AI today?
Annabelle: By now, we all understand what AI is capable of. But we also need to return to a more important question: what can I, as an individual, contribute? Creatives should not lose confidence in their own judgment simply because a machine can generate countless options at high speed. The strongest ideas, the ones that genuinely solve a brand’s challenge, still need to come from people. AI can support that process, but it should remain a tool, not a decision maker.
Has the industry changed the way it looks at creativity?
Annabelle: Advertising has matured. Almost all major award winning brands today have a strong sense of purpose. At the same time, the industry is increasingly driven by ROI and ROAS. In many ways, that is a positive development because it means creative work can clearly demonstrate its contribution to both business performance and societal impact. The downside of maturity, however, is that people often become less courageous. And that is exactly what our industry needs to guard against.
How do brands build genuine connections in a world where everything has to be measurable?
Annabelle: Ultimately, brands need to build real connections with people. That means creating moments that make someone smile, react, pause for a second, or feel something worth sharing with friends or family. That is where lasting impact is created. That is where memories are made.
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