The Gerety Awards’ global programme of creative community events brought to VCCP London this week one of the most urgent and provocative questions facing the industry: How can creative leaders truly “Unslop AI”?
The discussion, moderated with sharp insight by Nicola Kemp, editorial director at Creativebrief, brought together a group shaping the next wave of creative innovation – Ciara O’Meara, deputy executive creative director at VCCP and founder of The Unicorn Union; Valentina Culatti, global director of creative strategy and production at Snap Inc.; Thea Slevin, executive producer at Not Just Any; and Mark Eaves, CEO of Gravity Road.
The panel examined both the risks and the immense potential of AI within the creative process. While acknowledging that AI has too often been used as “a remarkable way to make unremarkable work”, the speakers also highlighted how, when used with intention and discernment, AI can spark unexpected, culturally resonant ideas and broaden who gets to participate in creative expression.
One of the most resonant reflections of the evening came from Mark Eaves, who stressed the rising importance of wisdom in the creative process. In a landscape overflowing with tools, trends, and data, he noted that “AI may accelerate the work, but it’s wisdom that elevates it”. His point underscored the need for experienced judgement, cultural sensitivity, and a human sense of meaning to guide how AI is used – reminding the room that technology can amplify creative thinking, but it cannot replace the depth that comes from human insight.
A recurring theme throughout the evening was the reminder that creative “slop” predates AI, and that the industry must resist the temptation to rely on the past as a blueprint for the future. Human judgement, taste, and cultural intuition remain at the heart of great creativity, with AI serving best as a tool to test, stretch, and sharpen ideas rather than replace them.
In addition to the panel discussion, the evening also celebrated the London winners of the Gerety Awards, who were present to collect their statues and be recognised for their standout contributions to this year’s competition.
“AI will change the way we create, but it doesn’t change why creativity matters,” stated Lucía Ongay, co-founder of the Gerety Awards. “What we heard in London is that the industry doesn’t fear AI — it fears sameness. The real opportunity is to use AI to bring more perspectives, more originality, and more humanity into the work.”
The event brought together past Gerety jury members, speakers, partners, and collaborators from across the UK’s creative sector, underscoring the award’s expanding global ecosystem and its mission to promote creativity through a powerful perspective.
(The Gerety Awards extends its warm thanks to Pippa Bhatt for her partnership and unmistakable pre-Christmas energy, and to VCCP London for hosting a vibrant room of creatives, strategists, brand leaders, and emerging talent.)
