Creative leaders from seven UK studios shared insights on how AI is reshaping the creative process, revealing both its benefits and limitations. Many see AI as a valuable tool for speeding up early project phases like research and concept development. For instance, Beth Andlaw from FORM Brands Studio noted that AI can generate multiple design concepts quickly, producing both innovative and off-target ideas. However, she emphasizes that AI should be viewed as a starting point, not a final solution. Concerns about authenticity also surfaced. Gabryel Shadbolt from Wildish & Co mentioned using intentional stylistic choices to signal human involvement, like opting for en dashes instead of the more polished em dashes. Matteo Di Iorio from Interstate highlighted that AI is not replacing creativity but rather filtering out noise, allowing creatives to focus on core ideas. Despite the advantages, some leaders, like Max Ottignon from Ragged Edge, caution against assuming AI significantly boosts efficiency, stating its impact has been more incremental than revolutionary. Overall, AI is being integrated into creative workflows without fundamentally changing how ideas are generated. James Greenfield from Koto pointed out that while AI aids in idea generation and production, it does not replace essential creative skills such as judgment and strategic thinking. The consensus among these leaders is that AI is a tool to enhance creativity rather than a threat to it.