The future of my creativity
AI isn’t just about automation anymore—it’s changing the game for creativity. It’s helping generate ideas, refine concepts, and streamline workflows, making it easier for brands and creatives to push boundaries. But here’s the real question: How do we use AI without losing the human spark that makes creativity powerful?
For me, AI is an amplifier, not a replacement. It’s not here to take over—it’s here to enhance what we do best. Whether you’re a creative agency, a freelancer, or a brand trying to stand out, AI can unlock new perspectives, speed up processes, and make the impossible feel possible.
My new BF
Here are two areas where I see AI is making the biggest impact:
- More Space for Big Thinking
Creativity thrives when there’s time to explore, experiment, and refine ideas. But the reality is that a lot of creative energy gets drained by mundane, repetitive tasks—resizing graphics, formatting text, tweaking campaign variations, or compiling research. AI automates the legwork, freeing up time for deeper thinking. Instead of spending hours on revisions or research, creatives can focus on strategy, storytelling, and innovation—the things AI can’t replicate. - New Ideas We Might Miss
AI doesn’t think like we do—it connects dots in unexpected ways. By analysing vast amounts of data, trends, and patterns, AI can suggest ideas and approaches that might never cross our minds. Whether it’s generating fresh visual concepts, brainstorming unusual campaign angles, or offering alternative word choices for copywriting, AI helps break through creative blocks and challenges us to think differently. It’s not about AI replacing human ideas—it’s about using it as a sparring partner to push concepts further.
At the end of the day, creativity is still a human craft. AI is just another tool in the kit—one that, if used right, can take our ideas further than ever before.
But the real question isn’t just what AI can do—it’s how we, as creators, evolve alongside it. Does AI make us sharper thinkers, or does it risk making us passive consumers of machine-generated content? The answer depends on how we choose to use it.
I don’t see AI as a crutch—I see it as a tool to enhance human creativity, not replace it.
AI in ideation: Unlocking limitless possibilities
A lot of people think great ideas just appear out of nowhere, like some magical flash of inspiration. But in reality, the best ideas usually come from structured creativity—a mix of exploration, iteration, and refining rough concepts until something brilliant emerges. That’s where AI can be a game-changer. It’s not about replacing creativity, but giving us new ways to spark ideas, break through blocks, and push thinking further than we might on our own.
Here’s how I see AI making a real impact on creative ideation:
- Breaking through creative roadblocks
We’ve all hit that wall—the moment when nothing feels fresh, and every idea seems like a recycled version of something else. AI can help shake things up by generating hundreds of variations in seconds, giving us different angles, unexpected word combinations, or even visual inspiration that sparks something new. It’s like having a brainstorming partner who never runs out of energy or gets stuck in the same loops. - Pushing beyond predictable thinking
It’s easy to fall into patterns, especially when working in the same industry or creative space for years. AI challenges that by offering alternative perspectives, unexpected connections, and ideas we might never have considered. It can mix styles, suggest unusual themes, or pull in references from completely different fields. It doesn’t do the creative thinking for us—but it nudges us out of our comfort zones, which is where the best ideas often come from. - Helping ideas evolve and develop
Coming up with ideas is one thing—shaping them into something meaningful is another. AI can help structure and refine concepts, whether that’s through summarising ideas, mapping out creative themes, or even helping to visualise early-stage thinking. It’s especially useful when working with teams, making collaboration smoother by turning scattered thoughts into something cohesive.
For me, AI isn’t about shortcuts—it’s about opening doors to new possibilities. Creativity is still very much a human process, but with the right tools, we can explore more, experiment faster, and push ideas further than ever before.
AI tools that support creativity
One of the most exciting things about AI is how it’s making high-level creative tools accessible to pretty much anyone. You don’t need a massive budget or a full production team to create something polished anymore—AI is levelling the playing field.
I see AI as an enhancer, not a replacement—it’s not about removing creativity from the process, but about making it faster, more efficient, and sometimes even unlocking new ideas that wouldn’t have been possible otherwise.
Here are a few ways AI is making creative work more accessible:
- Design & Branding
Tools like Canva and Photoshop’s Generative Fill are game-changers, making it easier than ever to create high-quality designs without needing years of experience. Photoshop’s Generative Fill lets you expand, edit, and manipulate images in seconds—something that would have taken hours before. AI-assisted logo generators also help businesses shape visual identities quickly, giving them a strong starting point. It’s not about cutting corners—it’s about giving more people the ability to create something that looks great and feels professional. - Copywriting & Messaging
AI-powered writing tools like ChatGPT, Jasper, and Copy.ai help speed up content creation—whether it’s brainstorming ideas, generating first drafts, or refining messaging. Grammarly ensures that copy is polished and professional, while Speechify converts text into high-quality audio, making content more accessible in different formats. Of course, AI won’t replace great writing, but it’s a brilliant tool for thinking, iterating, and sharpening ideas faster. - Video & Audio Production
Editing used to be a time-consuming, highly technical skill—but now, AI-driven tools like Adobe Premiere Pro and Descript make video and audio production far more intuitive. AI is also taking video creation to another level with tools like Synthesia (pro-quality AI-generated presenters and voiceovers), Canva’s text-to-video feature (turning written content into engaging visuals), and Colossy (AI-generated avatars and video production). These platforms simplify the entire process, making professional-quality video content far more accessible to individuals and brands.
At the end of the day, AI isn’t about replacing creative thinking—it’s about removing barriers and giving people more time to focus on what really matters. The best ideas still come from humans, but now we have smarter, faster ways to bring them to life.
The future of creative intelligence
AI and human creativity are evolving together at a speed we’ve never seen before. The brands, businesses, and creatives that thrive will be the ones who embrace this synergy rather than resist it.
For me, AI isn’t about replacing creativity—it’s about expanding what’s possible. It’s helping to supercharge conceptual thinking, enhance storytelling, and streamline execution, allowing ideas to come to life faster and more effectively. It’s not taking over—it’s giving us new dimensions to work with, new ways to experiment, and new creative possibilities that simply didn’t exist before.
And the landscape is changing fast. New AI tools enter the arena every day—some pushing the boundaries of design, others revolutionising how we write, edit, and create. It’s impossible to keep up with everything, but the key is staying open, exploring what’s out there, and using AI to enhance our work rather than dictate it.
The future isn’t about AI vs. humans—it’s about AI and humans working together to create the extraordinary. The best ideas still come from people, but now we have a whole new set of tools to bring them to life in ways we never imagined.
* This content was copy-checked using Grammarly, with ChatGPT as my creative writing partner through a customised GPT writing style model, Speechify for a final read-through, and imagery developed using Midjourney v6.1.