A new report from D&AD warns that as AI takes over repetitive tasks in creative workflows, the training ground for future leaders could be lost. With AI branding disasters from global brands serving as cautionary tales, the report highlights the crucial role of human judgment.

The findings suggest a critical shift: while entry-level jobs are disappearing, AI is absorbing these roles. This poses a significant question—where will tomorrow’s creative leaders gain the experience and training needed to make sound judgments?

David Patton, CEO of D&AD, warns that 'AI has changed what bad work looks like.' It now produces competent but generic results that are hard to distinguish from excellent ones. The real challenge lies in training individuals to discern between competent and excellent work, especially as AI becomes the default.

The report also questions whether clients are still paying for speed when agencies aren’t changing their pricing despite increased efficiency. Successful agencies are reportedly shifting towards charging for decisions and intellectual property rather than just delivery.

Ultimately, the choice about how to use AI in creativity will determine its future impact on industry excellence. As AI ethics gain attention, clearer policies could support better decision-making within organisations.