This week, I will attend the award gala of the Spikes Asia Awards here in Singapore. As someone who spends a great deal of time analyzing the intersection of AI and marketing, I approached this year’s shortlist with a particular curiosity.
Over the past two years, generative AI has dominated almost every conversation in our industry. Agencies experiment with synthetic imagery, AI-written copy, automated video production, and virtual influencers. Conferences frame AI as the next creative revolution. LinkedIn sometimes feels like a permanent stream of prompt engineering.
So, I expected to see generative AI everywhere in the shortlisted work. But when the 2026 winners and shortlists were published on LoveTheWork, something interesting became apparent. Generative AI is almost invisible.
Among the campaigns currently listed, only a small number visibly rely on AI technologies at all. A handful involve computer vision, data modelling, or advanced sensing systems. But most of the work is driven by something much more familiar: human insight, cultural observation, and strong storytelling.
That gap between industry hype and creative recognition is worth examining.
Looking at the numbers
Based on a review of the visible shortlist pages, the picture becomes clearer.
Only about seven to nine campaigns appear to involve AI or advanced technology as part of the concept. That represents roughly six to eight percent of the visible shortlist.
Another five to ten projects rely on sophisticated data systems or algorithmic platforms, but do...
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