Tag: Willem Steenkamp

It is fair to argue that Artificial Intelligence (AI) has largely remained in an experimental phase over the past few years. However, the focus for 2026 will likely shift away from novelty. Instead, organisations will prioritise real-world applications. Many analysts now view these developments as part of broader AI trends that will shape how companies operate.

Like many companies, we grapple with the ethics of using Artificial Intelligence (AI) in our work, which for us is creating brilliant campaigns for our clients. Over the past year or so, since AI really made itself felt, we’ve hashed and rehashed so many questions, especially around content generation: can we use AI to produce copy for our clients? Should we? If so, how should we? What should we tell them about using AI, if anything? And why should they pay us to use AI when they can do it themselves – for free?