As AI rises, so does the need for more human creativity

We have entered an era where anyone can easily create text or videos using AI. However, social media is not filled only with beautiful AI-generated creations; it is also overflowing with fake videos and low-quality advertisements.

AI represents a transformation as significant as the Industrial Revolution or the birth of the internet, and the current flood of “AI slop” may be a typical challenge of this early stage of change. Similar issues may have arisen when paper and pen were invented. Yet, as professionals in the creative industry, we cannot simply watch this shift unfold. We have a responsibility to guide it towards healthier directions and better cultural outcomes.

AI has become an essential tool for improving marketing efficiency. However, careless use of AI risks not only efficiency but also sameness. In the algorithmic age, being average is the worst outcome. If trends continue, we will see countless similar ads, similar products, and similar lifestyle suggestions – quickly exhausting consumer interest. Algorithms optimize for immediate needs, not for creating enduring brand love.

Dentsu conducts annual interviews with chief marketing officers (CMOs) worldwide, and this year’s results reveal a sense of urgency:

Discussions about AI often focus on technology and efficiency, leaving creatives out of the conversation – a dangerous oversight. We must not take AI’s arrival lightly; instead, we should actively engage in debates and development to ensure a future where individuality, cultural resonance and emotional intelligence remain central.

To balance commercial impact with cultural influence and support long-term brand growth, we need to redefine creative leadership. Future creatives must become both AI-native and human-native. They must understand AI deeply and anticipate its cultural impact. On top of that, they must utilize the time saved by automation to further explore humanity and culture. This will allow them to speedily deliver surprising, human-centred innovations, not just short-term efficiency but long-term brand love.

As AI advances, people will crave “human-ness” even more. Brands must embody this through a strong purpose, characters with lovable imperfections, unexpected stories and a unique cultural identity. The trust and love thus cultivated by brands will lead consumers to active participation and advocacy.

Creative work will gradually evolve from crafting expressions to architecting brand humanity. This means mastering AI, understanding emotions, advising executives on humanizing brands, and driving innovation across business and communication. Success will require balancing commercial victories with cultural victories.

There are already examples of how to use technology not just for short-term efficiency, but for social and cultural impact:

Human-AI collaboration must go deeper. Simply prompting AI yields repetitive results. Teaching AI human expertise creates unique outputs. Dentsu’s research shows:

Brands should aim not just for efficiency, but for surprise and emotional impact. Creativity must remain human-centred, using technology for societal happiness – not just beautiful ads. This aligns with the World Economic Forum’s vision of aiming for a more prosperous future through innovation.

If we use AI creatively, we can do much more than just generate text and images – we can drive social value and innovation. This field is still untapped, and creatives are well-positioned to lead this change. In the AI era, unpredictably human elements will become the ultimate differentiator and shared value. As AI perfects, we must disrupt. Our role is to reintroduce human quirks and make things interesting again. Culture has always been the playing field for creativity – and now, AI is firmly established as part of that culture. All that’s left is to play with AI culture even more.