AI is everywhere right now. It is fast, efficient and undeniably powerful. But smart agencies are learning that more automation does not always mean better work.
Here is the truth: just because you can use AI for something does not mean you should.
The best creative agencies in Melbourne and Sydney are not handing over the reins. They are choosing what stays human. That choice matters more than ever.
AI in Creative Agencies: Intern, Not Strategist
Across the board, agencies are using AI as a support tool. Think idea starters, quick drafts, research and admin. That is where it shines.
But when it comes to strategy, insight and real creative judgement, AI just cannot keep up. It does not understand context. It cannot read the room. And it definitely cannot build trust with a client or make a brave call in a tough meeting.
Creative work is about feel. About timing, nuance, chemistry. That is what people bring.
When Automation Misses the Mark
We have already seen it. A national brand ran a campaign built entirely by AI. It looked slick but fell flat. The voice was off. The tone was generic. The message did not land.
Another team used AI to build a pitch deck. It was neat on the surface but lacked substance. They lost the work.
These are not just teething problems. They are proof that full automation can backfire without real creative oversight.
AI Is Everywhere – But Results Are Mixed
Let’s talk numbers:
- More than 80 percent of creatives globally use AI in their work
- In Australia, 65 percent of businesses have already adopted AI tools
- But 42 percent of AI projects fail
Plenty of promise. But also plenty of risk when used without care.
Australian Agencies Using AI with Purpose
Mars Wrigley and Thinkerbell nailed it. They used AI to personalise a Mars Bar campaign on Amazon. It drove sales, boosted awareness, and still felt human.
Amaysim used AI to create a TV ad in just two weeks with a two-person team. It was fast and cost-effective, but grounded in a strong creative idea.
TBWA Australia launched an AI-powered film festival. They are exploring what AI can do, while keeping creative direction in human hands.
This is the sweet spot: using AI to unlock speed and scale, without losing the creative edge.
What Local Leaders Are Saying
“Our jobs are going to be fine. There’ll probably be more jobs. AI can’t judge taste.”
– Simon Wassef, Clemenger BBDO
“It’s not the tool, it’s the craftsperson. AI can’t replace that.”
– Paul Reardon, TBWA Melbourne
“We’re mastering the technology before diving in. AI should enhance creativity, not dilute it.”
– Clare Pickens, Leo Burnett Australia
The message is clear. AI is helpful. But human thinking still leads.
What This Means for Hiring
The People Place is seeing the shift in real time.
Agencies want:
- Strategists who can test and challenge AI-generated ideas
- Account managers who can brief creative work that AI tools will never fully understand
- Creatives with taste, originality and strong points of view
AI skills are helpful. But being thoughtful, curious and decisive is what sets people apart.
How Smart Agencies Are Getting It Right
They are not ignoring AI. They are just using it with care.
Where AI Works Best
- Early stage concepts
- Content drafting
- Research and admin
Where Humans Still Lead
- Strategic thinking
- Client relationships
- Cultural insight
- Brand direction
What They’re Doing Internally
- Upskilling teams
- Creating ethical guidelines
- Encouraging smart experiments
This is not about going all in or all out. It is about making informed choices.
Final Thought
AI will keep evolving. And it will keep offering faster ways to get things done.
But the agencies that thrive long-term are the ones who stay human at the core.
They are asking better questions. Making braver decisions. And building teams that know how to use the tools—without letting the tools take over.
Need help hiring people who know when to trust their gut and when to lean on tech?
Let’s chat
The People Place
Creative recruitment for those who think differently.
📩 Contact us at hello@peopleplace.com.au
🌐 Visit peopleplace.com.au
