Why are you reading this? You didn’t have it scheduled. It is not part of any project. You should not deliver any report on this article.
You are here for intuition, out of curiosity, for interest, perhaps for fear of being out of something. If my colleagues or friends are reading it (Hello!) It may be for affection or loyalty. Perhaps creativity is a theme that connects with you and through which you relate to others in your physical or digital conversations, sharing or commenting. Or simply by procrastination, you have arrived here and that’s it. There will also be those who consider that “it is the right thing” to be interested in these matters and dedicate a few minutes to it.
Adaptability, flexibility, intuition, curiosity, interest, fear, socialization, loyalty, love, ethics. All these are not only natural human behaviors that radically differentiate us from the machines, but it is these expressions of our nature as people that are now required in any field of our life, but especially in the professional. And they are behaviors that we live daily in companies that work in creative environments. And here is one of the radical changes: in the era of ideas any organization works with creativity in the center. And part of our functions as a creative agency is in Lead creatively to achieve this flowering of ideas in other organizations with which we collaborate.
In recent weeks I have been reviewing a lot of documentation on what are the key skills within the particular creative industries and the professional environment in general. The Future of Jobs Report 2025 of the World Economic Forum It emphasizes precisely that The skills most demanded by companies They include analytical thinking, resilience, flexibility, agility, leadership and social influence, creative thinking, motivation and self -awareness. Little joke. The ability to adapt to changing environments and overcome challenges is essential in this working world in constant evolution, especially in a context of daily, technological, social and economic disruptions. But the reality is that we have always been acting the agencies and any professional in our sector. This innate capacity that we have creative companies to adapt is a quality that becomes more and more essential every day in any professional field.
But not everything is adapting, our work is also inspiring others. The skills of leadership and the ability to positively influence equipment and organizations are increasingly valued. These competences allow to guide others into complex environments, convert ideas into real impact actions and encourage a solid organizational culture. In this sense, McKinsey points out that we are going from an era of individual leaders directing organizations to one of network leadership teams. I would add that a network is nothing other than a fabric of people. It requires common interest, coordination, generosity and tension.
In this line, it is not surprising to find in different reports the relevance that companies give to the skill of the equipment to analyze situations, evaluate options and make informed decisions and with determination. The superior cognitive abilities, such as critical thinking, are and will be increasingly demanded in the future work. As are the ability to communicate effectively and work as a teamfundamental in diverse and globalized work environments, especially to promote high performance equipment.
The machines develop and learn. People evolve and we are aware of our own existence. Understanding and managing one’s emotions, as well as those of others, is vital to build healthy and productive labor relationships. These skills are also essential to lead effectively and encourage an inclusive work environment. And it is already happening that the demand for social and emotional skills is increasing As the physical and manual training decreases. And one of them is precisely the willingness to learn and adapt continuously in a constant labor market. The World Economic Forum also highlights it: a permanent learning mentality to always keep us relevant.
He said at the beginning that you might consider that reading articles like this is the right thing. Acting with integrity and assuming responsibility for their own actions is essential in an ethical and sustainable work environment. Do not leave your home on the roof of others. Do not put talent at the service of the justification of the work, but of the impact it can produce. Complicate our lives simplifying tasks. These qualities encourage trust and credibility within organizations and allow us to use more reliable technology.
In the field that most affects us, in the era of ideas, the ability to generate in a useful way is crucial for innovation and business growth. Gartner also adds to the trend, including Creativity as one of the key trends that will define the future of work. It is quite clear that creativity is no longer demanded only in sectors such as ours but that its borders expand to any productive or business activity.
True transformation is not digital or technological. It is human. It is creative. Think a moment what you make that agent or assistant you use cannot do: be alive.
Does this mean that we must put aside the enormous opportunities that technologies we already have at our disposal or that are emerging offer us? On the contrary. We must develop a cyborg mentality in which we build a system of industrial mentality services. That is, to actively, consciously and efficiently incorporate digitalization to our professional activities both in particular and in our companies. Develop our differential and essential capabilities as people, as we said before, and computational to be able to instructions, design processes, structure our knowledge, order and take advantage of our data. The agency of the future, a true e-agency, combines creative and computational thinking. Create rules and break them.
In any case, I consider that The revolution in our sector is even more in automation than in the use of AI. I would even say more in the structuring, organization, collection and decision making based on data that are accessible. The adoption of automation and AI technologies will transform our workplaces, physical, hybrid and remote, as people interact more and more with smarter machines.
The impact of the generative AI in our field is indisputable. Do not fool yourself, right now your customers are using AI to develop tasks for which they are paying you. That means they will stop doing so soon. The same applies to each of us as professionals. Implementing AI does not eliminate jobs but to get much further with the equipment you have, to eliminate waste without value, to identify repetitive patterns, to design a human aerodynamics in which the agencies are focused exclusively on what only we can do in a brilliant way: creative conceptualization, creativity really down to each piece or channel, art direction, strategic planning and direction of human and artificial creative equipment. Here is the value.
On the other hand, the more in the most essential day -to -day life the teachers become: illustrators, photographers, art directors, copywriters. The average level will rise. Both for the adoption of technology in a massive way, as it has already happened, and by the curve in constant acceleration of the sophistication and tuning of the tools. We see it in other disciplines, such as cinema. Special effects improve, as our ability to perceive and ignore them also does. Each time synthetic creations will look better, but our perception will refine, although we will be able to accept their presence. This already happened with the digital edition, it is nothing new.
Of course, precisely because of this evolutionary braid Technical sophistication / sensitivity / normalization we will take greater awareness, being all daily creators, of the irreplaceable value of artisan professionals and the excellent level that only experts can reach certain disciplines. A very basic example. As everyone takes more photos with the mobile, we are more aware that ever of how difficult it is to take a good photo. Conclusion: At our wedding we want a professional photographer, in addition to the private photo torrent that will arrive.
We must also be self -critical. The AI is causing the seams to be seen to the creative vulgarity and that is not necessarily bad. The abundance of content generated by AI highlights the lack of originality and depth in many creative proposals. This forces us to raise our standards and to seek a more authentic and significant creativity.
In any case, the areas most affected by automation and AI in agencies will not only be those related to creativity themselves. Accounts, customer services and backoffice are functions that are being redefined by technology. For example, customer experience (Customer Experience) can be improved by creating digital experience platforms (DXP) with non -Code tools, accessible knowledge bases via agents, simplification, automation and process connection.
Truly intelligent creative agencies learn and constantly redesign. They do it from the humility to recognize that they are no longer the only owners of certain capacities, and the confidence that our true value is precisely what is most needed today: people working properly with machines and data, with awareness of our processes, but, yes, being more people than ever.
