For many agencies, AI has become the newest member of the creative team, acting as muse, assistant, and problem solver.
Since the introduction of ChatGPT three years ago, generative AI has exploded and transformed how creative teams conceptualize, build, and scale campaigns.
But when the hype dies down, a dilemma remains: How do you use AI without losing the craft, emotion, and intuition that define great advertising?
ADWEEK spoke with three creative leaders from 72andSunny, Fiverr, and Manual Labor Studio who have recently put AI to work in ads. Their guiding principles reveal a common thread: creativity starts—and ends—with humans.
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