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GenAI tools are reshaping the industry. 

These tools offer opportunities for enhancing creativity. But they also challenge traditional ideas of creative identity.

Neil Davidson, founder of Hey Human, has spent the last few years researching and trying to figure out how agencies can effectively adopt GenAI while addressing its challenges.

“If you’re a creative, your identity is tied up in your work,” he said. “What you believe it is to be a creative is kind of threatened by GenAI. Some people are embracing it, while others are rejecting it. So, how as an agency do you make it stick?”

Neil will be discussing:

• Balancing creativity and control. “GenAI has the most potential for creatives, but also the most threat,” Neil says. The challenge lies in toeing the line between embracing AI and maintaining creative ownership. “Being a creative is about having control over your craft. Helping creatives see how GenAI can work better for them is key.”
• Identifying pain points before solutions. Neil emphasises a practical approach to AI adoption: solving existing challenges.”Think about the biggest pain points you have and then figure out how AI can help. You wouldn’t jump in a car and just start driving.”
• Breaking down barriers to adoption. One of the bigger challenges people face is resistance from both juniors and senior leaders – GenAI needs involvement across the board. ”AI is the only bit of tech where you can’t give it to younger, junior people, and they’ll work it out, because it’s going to change how the agency works. So senior people need to actually understand it as well.”
• Practical frameworks for adoption. Neil will be sharing tips on the best ways to approach AI. “People need practical tips they can use in their agencies – not just theoretical frameworks. It’s about starting small, experimenting, and building confidence.”

This session will explore how GenAI can become a meaningful part of the creative process without dampening the creative spirit. Neil’s insights come from his academic research into AI and his practical experience in the agency world.