On Wednesday the 20th of May, members of the PLMR creative team attended Dead or Alive: The President’s Lectures at the Design and Art Direction (D&AD) Festival at London’s Southbank Centre. The event brought together some of the creative industry’s leading thinkers to discuss a question dominating conversations across communications, design and marketing: what does creativity look like in the age of artificial intelligence?

Far from presenting AI as a threat to creativity, speakers explored how technology can strengthen creative processes while reinforcing the value of uniquely human skills. For those of us working in communications and public affairs, the discussions highlighted an important truth: while AI can accelerate delivery, it cannot replace the judgement, strategic thinking and creative insight that underpin successful campaigns.

AI generates content, but consultants create meaning

Artificial intelligence has made powerful creative tools accessible to almost anyone with an internet connection. As David Lee, Chief Creative Officer at Squarespace, argued, intelligence is becoming increasingly democratised.

But democratisation does not automatically create effective communication.

Campaigns succeed because they resonate with audiences, reflect cultural moments and deliver messages in ways that feel authentic and meaningful. Understanding what people care about, identifying the right narrative and knowing when an idea is genuinely compelling remain fundamentally human skills.

At PLMR, this is where consultancy expertise matters most. We help clients navigate complexity, understand audiences and shape messages that cut through crowded information environments. AI can provide options; consultants determine which option is right.

Critical thinking is becoming more valuable, not less

One of the strongest themes throughout the day was the growing importance of critical thinking and creative judgement.

AI tools are remarkably capable at producing content, but they are designed to generate plausible answers rather than challenge assumptions. Left unchecked, they can reinforce mediocrity, produce generic outputs and prioritise consensus over originality.

As communications professionals, our role increasingly involves acting as editors, strategists and critics. We must ask difficult questions, challenge ideas, identify weaknesses and elevate work beyond what technology alone can produce.

The most effective use of AI is not as a replacement for expertise, but as a tool that enables experts to focus more time on high-value thinking.

Personalisation and authenticity continue to drive engagement

The event also highlighted evolving audience expectations.

Research presented by Hewlett Packard showed that 56% of users are more likely to pay attention to and retain information presented in print. It also reinforced the value of integrated campaigns that combine digital and physical channels to maximise impact.

Personalisation was another key theme. Audiences, particularly Millennials and Gen Z, increasingly expect communications that feel relevant to them as individuals. Successful campaigns recognise this desire for meaning and connection rather than relying on one-size-fits-all messaging.

While AI can assist with segmentation and content generation, understanding the emotional and cultural context behind audience behaviour remains a distinctly human capability.

Craft is becoming a competitive advantage

Perhaps the most interesting discussion centred on the growing value of craft.

Several speakers noted that younger audiences are increasingly drawn to authenticity, process and expertise. In a world saturated with instantly generated content, audiences are showing renewed appreciation for the skill, care and effort behind creative work.

Brands are responding by sharing more behind-the-scenes content, showcasing creative processes and telling stories about how work is made, not just what has been made.

This trend reflects a broader shift: as content becomes easier to generate, quality becomes harder to achieve.

For agencies and consultants, this presents an opportunity. Clients increasingly need partners who can combine technological efficiency with strategic thinking, creative excellence and genuine understanding of human behaviour.

Technology expands possibilities, but people create value

A particularly compelling case study came from code-led design agency Cotton, which demonstrated how technology can unlock new forms of creative expression.

Working with music technology company Eternal Research, the agency developed a bespoke design system capable of generating endless visual patterns inspired by Victorian etchings. The project showed how AI and technology can extend creative possibilities while still requiring human vision, direction and purpose.

The lesson was clear: technology is most powerful when guided by expertise.

The future belongs to human-centred creativity

The conversation around AI often focuses on what technology can do. The more important question is what people can do that technology cannot.

Strategic judgement. Cultural understanding. Creativity. Empathy. Critical thinking. Relationship-building.

These are the qualities that define successful campaigns and meaningful communications.

AI will undoubtedly become a standard part of creative and consultancy workflows. At PLMR, we are already embracing tools that help us work more efficiently and uncover new insights. But technology alone does not create effective campaigns.

The most successful communications will continue to be those shaped by people who understand audiences, challenge assumptions and bring creative ideas to life.

And perhaps the most fitting summary came from renowned designer Stefan Sagmeister:

“All that matters is a beautiful idea, well executed.”

In an age of artificial intelligence, beautiful ideas remain profoundly human.