Posted in: Opinion

How Google and Nike use AI to enhance creativity; not replace it

AI was an inevitable hot topic at D&AD Festival 2024, with no less than six dedicated keynotes and countless off-the-cuff conversations.

27th May 2024

James Bolton

James Bolton

James Bolton

Written by James Bolton,
Brand Strategist & Creative Copywriter

In their talk, Tim Rodgers and Callum Gill from Rehab Agency hammered home how we’ve felt about AI for a while – it’s a tool that can supercharge human creativity like never before. But for now, it’s still just a tool. And it won’t replace our creative minds.

The pair shared insights gained from their extensive experience of working with generative AI for the likes of Google, Meta, Nike and Spotify, showing how these tools can help creatives understand trends, validate ideas, and streamline workflows.

In particular, they underscored the importance of embracing AI to handle data-heavy tasks, giving creatives more time to focus on what they do best: creating. By leveraging AI, we can become more efficient and innovative, transforming some of our potential fears into enthusiasm for its true collaborative potential.

This talk was part of D&AD Festival 2024, bringing together some of the industry’s leading voices to celebrate creative excellence, and provide a deep dive into the ideas and tools that are shaping the future.

Find out about some of our other learnings from the event on the blog.

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