VISION

Collaboration is not a buzzword; it’s a practice. It sounds like honest feedback and generous credit. It looks like shared agendas, clean handoffs, and rehearsals that respect the craft. It feels like belonging: “We did this—together.”

I think there’s an arc to this kind of handoff that is similar to passing a baton in a relay race. The recipient has to start running as you approach, so you’re travelling at the same speed before the handoff. The transfer of the baton has to be deliberate and firm, because the person you’re handing it to is looking ahead, not behind.

Creatives are makers who have an inherent need to craft memorable, new visual and audio content. In our industry, creatives collaborate with marketers to develop sharp brands, compelling videos, dynamic infographics, and well-designed proposals that enhance marketing initiatives. What happens for creatives when the “maker” part is handed over to AI?