Tess is a Senior Content Specialist at Superside, where she crafts compelling content for SMBs and enterprise businesses. With over 10 years of experience, Tess has honed her skills writing for both B2B and B2C audiences, working across agencies and in-house creative teams. Her expertise spans industries, including international relations, tech, hospitality, and the music industry, where she has a knack for blending storytelling with strategic insights. When she’s not busy writing, you’ll likely find her curled up with a good book, binge-watching the latest Netflix obsession or hiking.
AI can make creative faster. It can make it scalable. It can even make it feel endless. But according to HelloFresh’s James Hurst, that only makes one thing more important: knowing what’s actually worth making.
For creative teams, the AI conversation has moved quickly from curiosity to urgency. Every day brings a new tool, a new workflow, a new promise that teams can produce more assets, more variations and more ideas in less time.
At Superside’s SHIFT Summit, we sat down with creative leaders from Clio, Wistia and Typeform to unpack a big question: What’s actually happening inside creative teams as AI reshapes the way we work?
Built on insights from Superside’s latest Breakpoint report, the conversation revealed a landscape full of opportunity, but also pressure, uncertainty and rapid change. Here’s what stood out.
Let’s make a bet.
You use tools like Figma, Photoshop, Canva, and Google Slides almost every day, and still, you’re barely scratching the surface of what their AI can do.
What does it actually take to make AI work for creative teams, not just in theory, but in practice?
At Superside’s SHIFT Summit, we heard directly from the people navigating it in real time. From creative leaders rethinking workflows to building entirely new systems, one thing became clear: AI isn’t the breakthrough. How you use it is.
Creative teams don’t need more AI hype. They need practical, proven applications—and real results.
The real question is: where does AI actually create measurable capacity — and how do you apply it without sacrificing judgment?
AI isn’t short on hype—or expectations. But meeting those expectations takes more than plugging a tool into your workflow.
According to Superside’s Breakpoint research, 92% of executives expect higher-quality work because of AI. With 79% of teams feeling pressure to implement AI, it’s easy to move fast without setting standards.
Creative impact can’t be captured by a single metric or mood.
But it is visible in results—and few understand this balance better than Superside's Gradwell Sears, Chief Creative Officer, and Josh Mendelsohn, Senior Director of Product Marketing.
Great campaigns don’t just look good—they perform. But getting creative to yield real business results requires more than just good instincts or a clever tagline.
In today’s landscape, where every impression counts and attention is scarce, you need strategy. You need insight. And most importantly, you need alignment between the creative and the data.
