Creativity reimagined: Embracing AI in the age of brand expression

ADinB’s managing director Ahmad Al Saadi and creative director Hala Sabbagh explain why AI will not replace human creativity.

The word ‘creative’ has long evoked human instinct — the spark of an idea, the stroke of a brush, the strategy behind a campaign. But in an era increasingly shaped by artificial intelligence, that word is expanding. Today, creativity isn’t just born in brainstorm sessions or sketchbooks; it’s emerging from code, algorithms and machine learning.

There’s a growing belief that AI is here to take over our jobs — especially in creative fields. But creativity isn’t something that can be replaced. It’s not a task, or a formula. It’s human. We were born with it. AI might be a catalyst in the process, but the soul of creativity will always belong to us. It shows us what could be — but it’s still up to us to choose what should be.

At ADinB, we embrace AI not as a threat, but as a partner. We use it to explore mood boards, simulate colour systems at 3AM when the right shade still hasn’t landed, and mix campaign copy until we find that one phrase that changes everything. But the final cut — the bold move, the headline that makes people stop — always comes from us.

Across the world, the creative industry is evolving — not just in tools, but in mindset.

Agencies are reimagining processes. Designers are experimenting more freely. Strategists are using data to uncover truths faster. In every corner of our field, AI is opening doors. But those who thrive aren’t just embracing the technology — they’re reframing their thinking. They’re asking, “How can this expand our creativity, not narrow it?”

Used wisely, AI sharpens the work. It helps us spend less time getting to the ‘what,’ and more time focusing on what truly matters: the story, the emotional insight, the cultural spark that makes something resonate. The human part. The part that’s messy and real and brave. It allows us to build smarter, think deeper and react quicker — while still making room for emotion, instinct and imperfection. It complements the creative process rather than replacing it.

What we’ve learned is that the best work today is hybrid. It’s a little bit human, a little bit machine — but it’s still full of soul. AI can draft ideas and generate content, but only we know when an idea feels right. AI can fill space, but only we can create meaning. It can replicate styles, but it can’t replicate taste, intuition or that click when everything falls into place.

We believe in honouring the why behind what we do. The late nights. The ten versions no one ever saw. The gut feeling that something just isn’t right — or that it finally is. So when people ask if AI is going to replace creativity, we say: if your creativity can be replaced by a tool, it probably wasn’t creativity to begin with.

At ADinB, we’re shaping the future — with open minds, full hearts and a little help from the machine. And the next time the brief lands, and the room goes quiet, we’ll still be the ones asking: “What if...?”