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Artificial intelligence is the new
language of creativity.

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It's going to be the very most creative
people and incredibly powerful AI tools

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that will make everything explode.

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I'm here at BCG and I'm going to be
joined by Kevin here from Mischief and

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David from Brandtech,
and we're going to be talking about AI

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and the impact it has on the creative
industry.

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Now, this has been, you know,
a long time coming, I suppose.

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But the rate of acceleration of AI is
just phenomenal.

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Like what do you both think the impact is
going to be on the creative industries as

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we're here in Cannes celebrating their
output?

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Well, I think that it's going to put AI,
when you partner AI with extremely

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creative people,
which we have a lot of very creative

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people in advertising,
it's going to put a lot of power in

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smaller, more independent agencies that aren't

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necessarily relying on, you know,
a lot of different offices to share

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expertise, bring expertise.

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It's going to be the very most creative
people and incredibly powerful AI tools

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that will make everything explode.

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And then obviously,
the impact on production is undeniable.

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It's going to make everything much easier
to make things,

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and hopefully clients will take more
risks because of that.

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Yeah.

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And well, David,
you've been predicting the impact on

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creative entities for some time at Cannes,
haven't you?

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Yeah.

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Look,
I think artificial intelligence is the

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new language of creativity.

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And I personally believe that it's not a
question of whether artificial

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intelligence will be more creative than
humans, just when.

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And I think the mistake to make is to
kind of fight that rather than going,

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this is the most incredible technology
we've ever had and how do I use it to be

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more creative?

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And I think one of the big questions
everyone needs to ask themselves is,

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is what I'm doing craft or is it
commodity?

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And if it's craft,
you still want the absolute best human

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beings empowered by AI.

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And if it's commodity,
you want to be doing it with AI and agents.

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But I think we're going to see the
biggest creative revolution in history, personally.

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I don't think this is the end of human
creativity.

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I think this is going to make the world
way more creative.

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And if you think about the 350 million
people in the creator economy, I mean,

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just what they're going to be able to do
with AI is mind blowing.

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And I kind of say that the mobile phone
made everyone a creator.

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GenAI makes everyone an ad agency.

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So I think we're going to have the most
remarkable next few years.

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Thank you both.

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Thanks so much.

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It was a pleasure.