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AI Won’t Replace Creatives. It Will Expand Them.

Creativity isn’t dying, it’s multiplying. Sami Viitamäki’s take on Cannes Lions 2025 maps the next frontier communicators must now navigate.

Simon Erskine Locke 3/27/25 Simon Erskine Locke 3/27/25

The AI Mirage of Perfect Grammar, But Imperfect Communication

AI-generated writing dazzles with its speed and polish, but without human intervention—editing, fact-checking, and refining—it risks becoming a mirage of accuracy rather than a tool for truly effective communication.