Every time a new technology emerges, the same question comes up: Will it replace us? In the world of creativity, that question feels louder than ever with the rise of AI.
As an Art Director, I see things differently. AI isn’t here to take creativity away from us. it’s here to redefine how we use it.
Creativity has never been just about producing ideas quickly. It’s about emotion, context, and the human ability to connect dots that don’t obviously belong together. It’s that “what if?” moment that happens in between deadlines, conversations, and mistakes. That’s something no machine can replicate.
AI can, however, help us see things differently. It can challenge our habits, break creative blocks, and visualize thoughts in seconds that might have taken hours. It becomes a collaborator, a mirror that reflects possibilities we might not have seen before.
At Telia & Pavla BBDO, we’re learning to treat AI as another creative partner. A tool that enhances our intuition, not replaces it. The real magic still happens when human imagination meets human emotion and technology simply helps us push those boundaries further.
In the end, the question isn’t whether AI can create. It’s whether we can use it to create better.