By Amy Houston

We hear from the sharpest minds at BBH, FCB, Gut and Dude London about their thoughts for the year ahead.

Unsurprisingly, AI remains a hot topic, sparking both excitement and skepticism among creatives for 2025. AI tools are expected to take on a dual role: enabling immersive, adaptive ads that optimize real-time campaigns while reshaping how brands connect with audiences. Yet, this rise in automation will pose a challenge – how to resist the tide of mediocre, algorithm-driven content and instead prioritize bold, emotional and deeply human creativity.

Creativity will also be marked by radical fun and humor as the industry embraces Read full story ›

Source: The Drum