Curiosity

We asked this question in a study of 200+ branding professionals. Participants evaluated work produced under five scenarios — from fully human to fully AI-driven — to see how perceived AI involvement affects creative judgment.

Key Findings

• Perception matters more than reality. The more participants believed AI was involved, the lower they rated the work — regardless of actual AI contribution.

• Human collaboration drives true creativity. Two humans tackling a problem generate unique, unpredictable solutions in ways AI alone cannot replicate.

• AI can support, but not replace, insight. AI excels at generating options quickly, but understanding human needs, context, and craft remains critical.

What it means for strategy & creativity
Even in an AI-driven world, insight-led collaboration, human judgment, and context remain central to effective brand strategy. Tools can accelerate work, but strategy that sticks comes from understanding people, aligning teams, and thoughtfully applying creative judgment.