Huge is fully baked in AI — no holds barred. The ad agency’s chief creative officer, Ez Blaine, says AI powers everything now. From project management to copywriting and UX, AI’s embedded in every step.
The shift isn’t about siloed AI teams. It’s about every employee weaving AI into daily workflows. Humans still call the shots, though.
Ez Blaine stated: 
“You still need that curatorial eye. You still need research. You still need to connect the dots between the insight and the idea.”
Curiosity tops the hiring checklist now. Blaine says tools flip all the time, so new hires must keep experimenting. Technical chops help, but creative fundamentals are crucial.
Clients want speed, but not at the cost of impact.
Ez Blaine added:
“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, Huge spots a shift back to storytelling and authentic brand connections. Blaine compares the vibe to 2001 – unclear where this rides next, but it’s exciting.
For Huge, that means mixing tech with live events and immersive brand moments.
Catch the full rundown at Cannes Lions via The Drum where Blaine shared these details.
