Creative AI Agents: Will your brand stay distinct or disappear in the noise?

By Kira Wasserthal, Canan Eldemgil, Beatriz Cuesta Unkhoff

How do you harness AI without losing brand distinctiveness and voice? Make sure the human stays a big part of the creative equation…

2025: The year we stopped pretending

By Martin Recke

Everything is ending at once – work, truth, screens, and even certainty itself. But we’re finally mature enough to see endings as thresholds. Here’s what we’ve learnt.

Agentic AI in marketing: How can CMOs scale strategy without losing brand control?

By Beatriz Cuesta Unkhoff, Kira Wasserthal, Canan Eldemgil

Agentic AI, by its very nature, acts on its own. How can we harness it in a brand safe way – and without harming our future talent pipeline?

The end of digital and the dawn of a new era of creativity

By Adam Tinworth

Threaded throught the talks and workshops of NEXT25 was a vision for humanity’s new role in the age of AI. The winners will be the first to grasp it…

Creativity: a new beginning

By Adam Tinworth

How do keep creative in the age of AI? By embracing vulnerability, uncertainty, and complexity – or so a NEXT25 workshop concluded.

In Conversation with Ndidi Oteh

By Adam Tinworth

The new CEO of Accenture Song charts her course to the future of brands and business

Endings as thresholds: NEXT25’s search for what comes after

By Martin Recke

NEXT25 reimagined endings – from AI and creativity to screens and agency – and found new possibilities in our shifting digital world.

The End of Creativity

By Adam Tinworth

With AI now capable of creating full outputs, what’s left for humans to add to the system?

Adrian Hon: Exploring the age of immersion

By Adam Tinworth

Suddenly immersive experiences are everywhere. Is this a technology phenomenon – or one born of a fundamental human need?

Hannah Critchlow: Consciousness and our evolving relationship with AI

By Adam Tinworth

What makes the human brain special in the AI era? The answer lies in the way it changes when we start working in groups…

David Mattin: This is the end… and a beginning

By Adam Tinworth

What’s left for humans when AI can do most of our work? David Mattin provided some answers at NEXT25.

Why creatives are the new weavers

By Adam Tinworth

The creative industries are feeling the shock of digital disruption like never before. Change is inevitable – so where do human creatives go next?

“Digital art is the ultimate bridge builder”

By Martin Recke

Lars Hinrichs unveils his vision for the UBS Digital Art Museum in Hamburg, sharing how digital art became his passion.

Future Skills with GenAI: Why the Most Human Leaders Will Win 

By Kira Wasserthal, Nils Ehlert

Humanity is at a crossroads. AI is here, and is in our offices, schools and homes. How do we use it — without losing our own skills?

Games: the huge cultural catalyst we’re all downplaying

By Adam Tinworth

Even as talk of “gamification” has faded, games have become a defining force in culture. Why are we still treating them as child's play?

NEXT24: energising the future with AI as… plumbing?

By Adam Tinworth

We’re thinking too small and too pessimistically about AI. It’s our next level of digital infrastructure and the NEXT24 speakers gave us a glimpse of the creativity that could unleash.