Augmented Creativity is fast becoming the new reality. More than half of brand marketers (57.5%) are now using AI to generate content and creative campaign ideas, according to Marketing Week’s 2025 Language of Effectiveness research.

That’s not to say creatives are now redundant. In fact, in this AI-powered world, the human touch is more important than ever.

After all, marketing is about connection - to cut human ingenuity and instinct from the creativity process risks losing that. 

We also act as an arbiter of brand identity and voice. In a world awash with so-called AI slop, it is critical that we protect our brands more than ever and make sure the technology’s output is aligned with our message and positioning.

The new normal will see creatives using AI as a creative collaborator, a true partner in co-creation.  

MAD//Fest + Frontify’s Augmented Creativity report explores the brands that have embraced AI in the creative process and the brilliant campaigns that have been produced when combining the best of technology with the best of humanity.

To read the FREE full report enter your details in the form below.