Does AI Equal Creativity?

A new wave of AI-generated productions is currently sweeping LinkedIn: the IKEA ads. They are shared along with their prompts, accompanied by a recurring message: advertising agencies supposedly belong to the past. What if it were the exact opposite?

I regularly take part in the Comptoir IA gatherings organized by Nicolas Guyon.

A few months ago, we watched two videos.

The first had been made by an "agency" specialized in AI: the design was polished, the execution fluid, the technique flawless.

But the video carried no idea. It told nothing, and it offered no creative point of view.

The second had been conceived by a former creative director with a passion for AI. It was just as well made, but this time the idea was strong. The point was clear. Creativity showed up.

Some agencies have reason to be afraid today, especially those that treat AI as a mere shortcut or a way to accelerate margin.

But those that place creativity at the center of their work — even the smallest — now have a new kind of power, and can compete with the large agencies that have dominated the sector for decades.

AI does not spell the end of agencies. On the contrary, it will mark the forceful return of creativity.

The years ahead look fascinating.