Prompting the future: is AI expanding creativity for everyone? [Video]

As emerging tech rapidly redefines creativity for a new era, are marketers taking advantage of the new toolbox at their disposal?

“Creativity is intelligence having fun.” Einstein’s comment has never been truer in the age of AI-powered creative, which is increasingly democratizing creativity by blurring the lines between the creatives and the non-creatives of the world.

But, with Adobe showcasing next generation features in its content-creation Express tool at Web Summit 2024 this week, it’s worth standing back to ask whether marketers are really getting the most out of these, and even first-generation, design, photo and video creator tools. Or whether there’s still more appetite than action in the industry. What’s changing in the creative economy, why and how can brands pick up the right tools, to draw themselves a better future?