Observed Signal · Aug 10, 2026 · Opinion / Speaking Engagement · Source: The Drum · Impact: 1/5 · Sentiment: Negative
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.
Opinion piece giving cultural perspective on AI and creativity; no product launches, regulation, or major platform technical changes reported.
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Key Takeaways & Evidence Grounding
- Article authored by Mark Lesniak, creative director at Lesniak Swann.
- Article published on The Drum on 2026-08-10.
- Lesniak argues AI excels at execution and scale but lacks the human restlessness to originate adventurous ideas.
- Lesniak will present a talk titled 'Who Killed The Creative?' at B2B World Fest in East Miami on November 9-10, 2026.
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Mark Lesniak, founder and creative director of Lesniak Swann and juror on The Drum B2B Awards' Creative Aces jury, argues that creative ambition is underinvested in B2B marketing because many clients prefer safe, low-risk choices. He says media spend is often treated as a substitute for ideas and that brand investment should be prioritized to amplify commercial outcomes. Lesniak believes AI has reshaped production—making previously unaffordable work achievable—but cannot replace the human ability to make the conceptual, tangential creative leaps that produce memorable ideas. He predicts demand for creative leaders who can both generate bold ideas and advocate for them internally.
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Jason Williams, creative director at Ingram Micro’s in-house agency and a juror on The Drum B2B Awards' Creative Aces jury, argues that AI’s fast, flashy outputs are often derivative and cannot replace human critical thinking and original idea generation. Drawing on a 30-year career creating campaigns for technology brands, Williams says creative principles endure even as tools change, and he advocates investing in process (symbolised by a yellow pad and #2 pencil) and sustained brand building rather than short-term shortcuts. He warns that pausing brand investment under commercial pressure risks losing a brand’s voice, and advises B2B marketers to avoid treating B2B like consumer marketing. Williams’ comments appear in The Drum ahead of The Drum B2B Awards entry deadline (July 23).
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