Observed Signal · Jul 2, 2026 · Interview · Source: The Drum · Impact: 1/5 · Sentiment: Positive
Creative & Production Services Market: Jason Williams: Flashy AI Falls Short in Creativity
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).
Opinion/profile piece with practitioner perspective on AI and creativity; relevant to creative agencies and brand strategy but not industry-altering.
Key Takeaways & Evidence Grounding
- Jason Williams is the creative director at Ingram Micro’s in-house agency.
- Williams served as a juror on the Creative Aces jury for The Drum B2B Awards.
- He said AI produces fast but often derivative results and cannot replace human critical thinking and original idea generation.
- Williams advised investing in creative process (metaphorically a yellow pad and #2 pencil) and prioritising long-term brand building over short-term shortcuts.
- The Drum B2B Awards entries close July 23.
Connected Companies & Entities
4 Entities mappedCisco
Enterprise networking, security and collaboration software and infrastructure provider.
“Thirty years into a career writing campaigns for Cisco, IBM, Apple and a roster of household technology names, Jason Williams has watched th...”
Apple
Consumer electronics giant with integrated software, services and advertising platforms.
“Thirty years into a career writing campaigns for Cisco, IBM, Apple and a roster of household technology names, Jason Williams has watched th...”
Ingram Micro
B2B technology distributor and cloud commerce platform for channel partners.
“The creative director at Ingram Micro’s in-house agency, and a juror on the Creative Aces jury for The Drum B2B Awards, has a measured read ...”
IBM
Enterprise cloud, AI, security and consulting provider.
“Thirty years into a career writing campaigns for Cisco, IBM, Apple and a roster of household technology names, Jason Williams has watched th...”
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