Curiosity didn’t kill the cat, certainty did

Curiosity is what keeps us creative in the face of changing technology and AI, writes Nikki Fraser.

Managing Director Curiosity London

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AI Creativity

With AI producing instantly gratifying results, Rob Leeks warns against defaulting to it for every brief.

As AI lowers the barriers to creation, distinctiveness will depend less on output and more on clarity, writes Christine Bourdon.

As the tools and technology change, so does the role of the creative, writes Luke Morris.

Gen AI should complement experiences, skillset and taste, not replace them, writes Katy Hindley.

Knowing when to use AI and when not to is essential in 2026.