Observed Signal · Sep 29, 2026 · Opinion / Analysis · Source: The Drum · Impact: 3/5 · Sentiment: Positive
AI elevates creativity, only mediocre creatives should worry
In this opinion piece, strategist Kevin Chesters argues that AI will not eliminate creativity but rather amplify it. While acknowledging fears about AI's impact on jobs, he contends that only mediocre creatives should be threatened, as AI excels at competent, average work. He draws parallels to historical technology adoptions, emphasizing the potential for human-machine collaboration. Chesters cites examples like tumor detection and creative fields where AI combined with human expertise yields superior results. He encourages agencies to embrace AI as a partner, not a threat, and criticizes the hype around AI existential risks. The article includes references to his upcoming book and other industry opinions.
The article contributes to the ongoing industry debate on AI's impact on creative roles, offering a nuanced perspective that AI amplifies creativity and only threatens mediocre work. It is relevant for advertising professionals and strategists considering AI adoption.
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Key Takeaways & Evidence Grounding
- Kevin Chesters argues that AI amplifies human creativity.
- AI can produce consistent 8/10 creative results.
- The article references a study where AI plus human pathologists reached 99.5% accuracy.
- Chesters is a former chief strategy officer at Wieden+Kennedy London, Dentsu, and Ogilvy.
- His book 'Destrategise' is due to be published on November 19, 2026.
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“former chief strategy officer at Wieden+Kennedy London, Dentsu and Ogilvy...”
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“advises brands including M&S, adidas and Heineken...”
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Rich Silverstein Warns AI May Encourage Creative Laziness
In an interview with The Drum ahead of its documentary The Creativity Machine, Rich Silverstein — co-chairman and co-creative director of Goodby, Silverstein & Partners — says he views AI as a partner rather than a replacement for human creatives but warns it risks fostering laziness, especially among younger talent. Speaking at Collins House in Cannes, the 77-year-old argues that agency teams are already using AI to inform work and that clients may be tempted to reduce headcount by substituting AI for people. He stresses he never accepts AI output wholesale and champions human creativity despite acknowledging AI’s utility for tasks such as phrasing prose. Silverstein referenced predictions about AI’s rapid capabilities but emphasised his hope that creativity remains human-led.
AI Threatens Creative Distinctiveness, Says Mark Lesniak
Mark Lesniak, creative director at Lesniak Swann, argues that while AI is powerful for execution and scale, it drives sameness across creative work because it lacks the human restlessness and appetite for adventure needed to create truly distinctive ideas. He reflects on having surrendered ideas in the past, warns B2B creatives they must fight harder to protect original, 'epic' ideas, and says AI should travel in the luggage rather than sit at the wheel. Lesniak plans to present this argument at B2B World Fest in November 2026 in a session titled 'Who Killed The Creative?'. The piece was published on The Drum on 2026-08-10.
AI Makes Mediocre Creative Easier, Great Ideas Matter
Liam James Ward, founder and CEO of content studio Something Something and juror on The Drum Awards Festival's Social, Content & Creator Marketing jury, argues that AI is lowering the bar for mediocre creative, which increases the value of truly great ideas. Ward, whose agency was named Music Ally's Agency of the Year 2025, cites a client roster including Meta, TikTok, Google and Live Nation. He advises brands to trust unfamiliar voices and creative instincts, warns against overreliance on incomplete data, and says his 2026 investment focus would be direct-to-consumer. The piece is an interview-style profile tied to The Drum Awards Festival and its juries.
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