Will Australia embrace digital creativity with AI, or fall into mediocrity?
Despite Australians being highly valued for our creative work, most digital assets in the market fall well short – aiming for conversions rather than art.
Vinne Schifferstein Vidal, managing director, Made This, argues that AI offers a fresh opportunity to reembrace creativity – but warns it could also lead to more blandness.
Australia boasts a stellar reputation in the digital creative world, with our work consistently ranking high in international awards, alongside the US, UK, and select European nations.
Our creative talent is undeniable, and we often hear that we’re punching above our weight on the international stage. But here’s the catch: most digital assets hitting the market aren’t award-winning masterpieces. They’re the same old conversion-driven ads cluttering our social feeds.
Why? Because these pieces prioritise media ROI over true effectiveness and brand value. Craft often takes a back seat, especially in a pragmatic culture like Australia’s. Compare this to Italy, where beauty and taste are woven into daily life. Online, our creativity can feel a bit, well, bland.
