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Will Snow, Associate Director Digital Technologies, Yum! Brands, explores whether artificial intelligence can truly replicate the human spark or if creativity will always remain an innately human art.
As AI becomes more embedded in creative workflows, the question isn’t whether machines can create. It’s whether they can truly imagine.
Technology can replicate patterns, but originality comes from emotion, context, and curiosity. The challenge for marketers now is finding balance, using AI to enhance creativity without losing the human spark that drives it.
“A lot of people say that AI is doing 80% of the work right now. Is it? I’d like to think that humans are still doing 80% of the work. AI is just doing the last 20 because really everything that we do starts with your creative spark,” said Will Snow, Associate Director Digital Technologies, Yum! Brands.
Will Snow took the stage at Vibe Marketing Tech Fest, Dubai 2025, to explore how creativity has evolved through history and how the future of innovation depends on keeping the human connection alive.
Three things Martechvibe learned from his talk;
AI Is a Creative Tool, Not a Creator
From cave paintings to digital art, humans have always used tools to express imagination. AI is simply the next evolution—a way to translate your ideas faster, not a replacement for the creative spark itself.
Emotion Defines True Creativity
Machines can generate visuals, music, and scripts, but they lack the emotional intelligence that connects people. The best creative work still comes from lived experiences, empathy, and human storytelling.
The Future Belongs to the Brave
The future belongs to creators who use AI fearlessly. When human vision guides AI execution, it accelerates experimentation and expands what’s possible—without losing authenticity or meaning.
Watch the full video here.
