The chief creative officer explains how his team is integrating AI into every stage of the creative process while keeping storytelling, craft and human judgment at the core.
At Cannes Lions this week, much of the conversation has circled around AI’s future role in creative work. For Ez Blaine, chief creative officer at Huge, that future is already here.
Speaking with The Drum, Blaine says the agency has fully embedded AI across every stage of its creative process. “It’s not an if, it’s a when,” he says. “We use it all the way through from project management to conceptual ideas to copywriting and UX. There’s never a moment when we start using AI for something. It’s already built into how we work.”
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Rather than creating isolated AI teams, Huge expects every employee to integrate AI into their workflow. But Blaine stresses that humans still drive the creative direction. “You still need that curatorial eye. You still need research. You still need to connect the dots between the insight and the idea.”
As AI reshapes creative roles, Blaine says curiosity is now one of the most valuable skills for new hires. “Tools are changing every week. We look for people who are self-motivated and always trying new things.” While technical experience helps, he adds that a focused creative foundation remains critical. “You need to know how to prompt and work with the machine. Without that depth, you won’t be very good at it.”
Clients, Blaine notes, are increasingly open to AI’s potential. But speed alone is not enough. “You can bang out a lot of work quickly, but is it good? Is it going to resonate? Is it going to move culture? That intention still has to be there.”
Beyond AI, Blaine also sees brands refocusing on storytelling and community. “Your story matters, your brand values matter. We are seeing more clients ask how to show up authentically and connect with the people who actually care about their brand.”
Looking ahead, Blaine compares the current creative landscape to the early 2000s. “It feels like 2001 again. Nobody really knows exactly where this goes next, but that’s what makes it exciting.” For Huge, that means exploring not just tech, but also renewed interest in live experiences and immersive brand spaces.
