Observed Signal · Aug 6, 2026 · Interview · Source: The Drum · Impact: 1/5 · Sentiment: Positive
Creative & Design Market: Jellyfish's Richard West: A Year of AI in Design
Richard West, vice president of creative at Jellyfish and a returning juror on The Drum Awards Festival design jury, reflects on how a year of AI in design has shifted the industry. He says AI has made speed and cost efficiency baseline expectations, raising the floor for competent content. As a result, West argues the primary differentiator is human-led craft — design fundamentals, taste, strategic insight and brand consistency across touchpoints. Jellyfish’s 350-strong global creative team uses AI-driven tools for faster ideation and execution, but West emphasizes the enduring value of creative judgment, typography, colour theory and design thinking in producing memorable work.
Opinion/interview about AI's impact on creative practice; relevant to creative production and brand design but not a platform-level technical, regulatory, or market-moving event.
Key Takeaways & Evidence Grounding
- Richard West is vice president of creative at Jellyfish and a returning juror on The Drum Awards Festival Design jury.
- Jellyfish has a 350-strong global creative team that uses AI-driven tools to explore concepts and execute ideas faster.
- West previously judged at The Drum Awards Festival in 2025 and returned as a juror a year later.
- West states that speed and efficiency from AI are now table stakes, and that human-led craft, design fundamentals and brand consistency are the key differentiators.
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