Creativity is shifting. Not because AI is about to replace it, but because AI makes the predictable impossible to ignore. The obvious shows up instantly; the question becomes what you do next. In this short piece, Adam Cleaver explores why AI’s limitations are actually a gift: a map of the mainstream that lets creatives move past the obvious faster.
He argues that the real bottleneck isn’t the technology – it’s the systems around it. Without structure, AI accelerates chaos. With the right workflows, guardrails and human taste, it becomes an accelerant for better ideas, faster decisions and higher-quality content at scale.
Drawing on recent work with brands like Unilever, Adam outlines why creativity now depends on the interplay between automation, craft, and judgement – and how teams can build the systems that make all three work together.
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Using AI to be creative is like navigating a pre-mapped landscape. You can move quickly and see a lot - but true creativity begins the moment you step off the map.Adam Cleaver
