AI everywhere, but creativity intact: Agencies reflect on a ‘bonkers and brilliant’ 2025
If 2025 was the year marketing learned to live with AI, 2026 will be the year it decides what to do with it.
With “AI slop” named the Macquarie Dictionary’s ‘word’ of the year, marketers are grappling with whether automation helps them do more with less or just create more noise.
Naturally, agency leaders reviewing 2025 were all eager to point out that creativity, not mere output, is the true differentiator, but also admitted that AI is well and truly here to stay.
