News

In a recent episode of The NDA Podcast with Katie Cadwell, co-founder of branding studio Lucky Dip, our Springboards co-founder Pip Bingemann and Jess Macintyre, co-founder of Mac+Moore,  dived deep into the hot topic: who’s better at coming up with ideas—humans or AI? Spoiler: It’s not a competition; it’s a collaboration. 

We grabbed some insightful gems from the conversation. Read on to hear more about their thoughts on where AI can be a powerful tool for creatives, where it might fall short, and why it’s essential for creativity to stay grounded in human skill and craft.

“Human + AI” and Why Experience Still Matters

Pip kicked things off by challenging the classic “AI vs. Human” narrative. The big insight? Humans and AI together are more potent than either alone. Research suggests that working with AI actually “levels up” everyone involved. Pip’s take is that AI will really benefit those who’ve already developed their craft and have already learned how to creatively problem solve. 

Watch what he thinks AI is adding to someone who already feels like they're at the top of their game. 

‍

‍

But there’s a warning here, too: AI makes it easy to coast. It’s a tempting shortcut, but Pip emphasizes that if you haven’t put in the time to develop a strong creative voice, AI won’t do it for you. AI can accelerate a skilled hand, but it’s not a substitute for a point of view or real experience.

In a world where technology has always been an enabler, the smart approach is using AI as a collaborator, NOT a replacement. AI will likely never fully match the depth and intuition of human creativity. But it can certainly speed up problem-solving and help teams—especially smaller ones—be more efficient without sacrificing quality.

‍

Will Everything Start to Look the Same?

One of the most powerful moments in the conversation was Pip’s take on a potential AI-driven “vanilla future.” Picture it: brands all start to blend together, looking and sounding like copies of each other, optimized to death by algorithms. If we lean too heavily on AI for creativity, there’s a risk of homogenizing the world—a dystopian future Pip (a self-proclaimed dystopian geek), would rather avoid.

Instead, creatives should “use AI against itself,” flipping it from a tool of conformity to a tool of innovation. AI should help us break down barriers, not box us into them. Used wisely, AI could provide us with surprising, fresh perspectives that push creativity in new directions.

The True Value of Creative Agencies in an AI-Driven World

As AI gets more powerful, clients may start to question the role of agencies. Why pay for creative services when a machine can crank out content? Pip’s answer: Creativity is all about breaking patterns and offering something unexpected, which AI alone can’t do.

At the end of the day, creative agencies bring more than just an output—they bring a point of view. For high-value clients, it’s not about the deliverable alone; it’s about the partnership, the unique perspective, and yes, even the “throat to choke” when things go sideways. AI can’t replace that, no matter how efficient it becomes.

Navigating the AI Hype Cycle Without Losing What Makes Us Human

Jess talked about, in an era of FOMO and “FOBO” (fear of being obsolete), everyone’s jumping on the AI bandwagon. She goes on to say how there’s this narrative about talking about innovation and such but people aren’t thinking about what it actually is and means for society. The crux of it is that real creativity requires that we respect and defend the human element in our work. AI is just a tool, and how we use it determines whether we’re truly innovating or just riding the hype.

In short: AI can help us be more efficient, tackle the blank-page problem, and even generate fresh ideas. But it’s up to us to make sure the work still has heart. As Pip says, “We’ve got to fight harder for the value of creativity and respect the craft.”

‍

How to Handle Gender Bias and Expanding Access

The subject of AI’s inherent gender bias came up quite a bit and they started off the conversation talking about how Midjourney’s AI tools have been in the news for race and gender bias that users have identified. Jess remarked that she’s very cognizant of how we can learn from it, be more mindful and work towards a more inclusive future that is representative of society. There’s tons of research so far on gender bias in AI tools, so there’s no denying it but only learning and moving forward. 

AI has the possibility to democratize access to creativity, lowering barriers for underrepresented voices across the globe. Pip talked about how wherever you are in the world, whether you’re in South America, India, or Africa, “AI welcomes more people in. You don’t need a fancy degree or expensive tools.” That’s where AI truly shines—making space for new players, new perspectives, and new ideas.

For small studios, freelancers, or indie creatives, AI levels the playing field. A solo creator can compete with global agencies if they’re transparent about using AI as a competitive edge. One freelancer using Springboards remarked, "I feel like with Springboards, I can take on any agency in the world as one individual." And that’s such a powerful response to the process.

The takeaway? AI isn’t a shortcut—it’s a springboard. When used with intention, it empowers creative humans to stay in the driver’s seat, break the mold, and keep making work that matters.

Check out the full Podcast episode here.

‍

The advertising industry is in a strange place

Somewhere between chasing clicks and feeding the algorithm, something got lost. The creativity that once defined this field—big ideas, bold campaigns, truly different thinking—got buried under “self-serve” ads, popularity contests, and a relentless drive to please the middle. It feels like we’ve entered what some are calling the “Age of Average,” where everything seems tailor-made for safe, widespread appeal but lacks the soul that once made ads unforgettable. The Springboards team? We think it’s high time for a change.

As AI sweeps through the industry, the question isn’t if it’ll change advertising—it already has. The real question is, will AI be a lifeline to help us out of the creative hole we’ve dug? Or will it dig us in deeper? At Springboards, we see a way forward where AI isn’t the enemy but the creative ally we’ve been waiting for. We believe that with the right tools—and a little bravery—the industry can be revitalized, not just to reflect culture but to break it wide open. Here’s a bit of our journey to this vision and why we’re just getting started.

How Did We Get Here? A Quick Diagnosis of the Problem

Our founder, Pip Bingemann, summed it up perfectly at Cannes in Cairns: “AI is ripping apart the ad world, and damn, isn’t it about time?” What he means is that AI isn’t inherently the problem here. Sure, the machines are here, but they’ve always been around in one form or another. The real issue lies in how we’ve used these tools so far, often in ways that limit creativity instead of pushing it forward.

Three major factors have contributed to this stifling of creativity:

1. Advertising Became Self-Serve: The shift toward digital ads made it possible for everyone to access and create campaigns with minimal expertise. This self-service model may be efficient, but it also means that thoughtful, well-crafted storytelling often takes a back seat to quick, cheap, and easy solutions.
2. Relevance Over Distinction: The pressure to appeal to the masses has reduced creative expression to whatever happens to be popular right now. As a result, ad content has become predictable, losing the unique edge that makes ads stick.
3. The Tyranny of Numbers: Metrics rule everything, and we’ve all felt it. When the focus is solely on views, clicks, and conversions, there’s little room left for originality. We’ve become slaves to what the numbers tell us is “successful,” often at the cost of creative risk-taking.

So here we are, with an industry that’s found itself boxed in. Popularity has replaced boldness, and mediocrity is dressed up as success. But just blaming the machines (or the algorithms) is too easy. The truth is, clients, agencies, and even creatives ourselves have all contributed to this mess. But it’s not too late to fix it.

Enter Springboards: A New Way to Think About AI and Creativity

At Springboards, we’re choosing to look at AI differently. Instead of viewing it as a factory for cookie-cutter ideas, we see AI as a way to get back to the heart of creativity. With Springboards, our goal is to design a tool that works with creative humans, not replacearound them. The machines may be powerful, but so is human imagination—and when those two powers come together, the possibilities are huge.

What makes Springboards different is our approach: we don’t just throw in a bunch of features and call it innovation. Instead, we focus on what actually matters for creatives today. We’re building a platform that fuels unique, inspired, and even risky ideas—because the best ideas are often the ones that break the rules. Springboards is designed to help you push past the safe and obvious, bringing bold ideas back into the spotlight. This isn’t another trend-chasing tool; it’s a creative partner with a shared goal—to take creativity to the next level.

Building Momentum: The Early Buzz

Since our beta launch, we’ve seen an amazing response. Industry leaders, like Zoe Scaman, have shared their excitement, and her tweet alone sparked an unexpected wave of interest. It was proof that creatives everywhere are craving something that feels real—a tool that challenges them, pushes them, and ultimately brings more fun back to the work they love. With demo requests piling up and a waitlist growing, we’re more motivated than ever to bring this new creative approach to as many people as we can.

But this is only the beginning. Zoe’s reaction, along with others, shows us that there’s a real hunger for change. Creatives want a tool that works with them, not against them, to shake up the industry norms. Springboards.ai is just that—a fresh way forward, built to make the creative journey exciting, unpredictable, and, most importantly, ours.

What’s Next? The Official Launch and Beyond

The excitement so far is humbling, but we know the real journey is just beginning. With the official launch of Springboards just around the corner, we’re gearing up to make an even bigger impact. We’re not interested in offering yet another “solution” that falls short on creativity. Instead, we’re focused on providing a tool that sparks curiosity, pushes boundaries, and turns the creative process into an adventure again.

This is a call to every creative out there tired of the “Age of Average.” We’re building Springboards for those who believe that creativity can, and should, disrupt, inspire, and even annoy sometimes. If you’re ready for something different, we invite you to join the waitlist and take part in this journey with us.

So here’s to the end of the average and the beginning of something extraordinary. Creativity deserves more, and with Springboards.ai, we’re just getting started.

When creative industry visionary Zoe Scaman drops a post about a game-changing new tool, the creative world perks up. Known for her unfiltered insights and knack for spotting what’s next, Zoe’s Tweet and LinkedIn post about our product—Springboards—was nothing short of electric. 

Here’s how she thrust Springboards into the spotlight:

Credit: https://x.com/zoescaman/status/1725089109436199152

The Cat Was Out of the Bag

Replies started stacking up almost immediately. Agency folks and strategists jumped into the conversation, buzzing with questions and speculation and it was clear that Springboards could no longer operate in the shadows of beta testing agencies. 

After taking a second to shake himself and realize he wasn’t dreaming, our co-founder Pip Bingemann chimed in to share his excitement.

‍

So What is Springboards, Anyway?

Springboards is a suite of AI tools that loosely mirrors a traditional creative process. Spoiler alert: we won’t give you the answer, but we’ll give you sparks to help you get there. Little thought starters to get your head thinking and give you the ability to EXPLORE more ideas than you ever could before. It’s the act of exploring and playing that leads to great creativity and we are built to do just that. We want to accelerate human creativity and help you have some fun along the way.

What Makes Us Different

Springboards isn’t built like your typical LLM that just wants to pump out answers; we’re built for creative sparks. We’ve reprogrammed them to keep giving you fresh answers, instead of the same cookie-cutter answers that you see after you keep prompting with your standard LLM. We’re not here to give you the answer and we want you to jump into the sandbox with us and get messy and come up with ideas together. We want this process to be fun for you and we’re hoping to help spark those ideas to get you places you wouldn’t alone.

How Did We Get Here 

We started experimenting with AI because we thought the technology was good, but the product (ChatGPT and others) were shit. It was too generic and took too much hand holding to get anything decent. We built something for ourselves to bring the thrill back to the creative process. We were tired of the same-old, same-old, using tools that promised creativity but delivered dull, predictable content. So, we set out to build something different. Something that makes creative work feel as inspired as it should. Springboards isn’t your average AI tool. It’s a creative tool to help you spark creativity, NOT give you the answers. It’s designed specifically to give agency creatives superpowers, built by agency people who truly understand the needs of this industry. 

The early response from our beta was beyond what we’d hoped. When creatives like Zoe started sharing their excitement, we knew we’d struck a chord. People are seeing that Springboards isn’t just another tool—it’s a partner, designed to challenge you, expand your ideas, and bring real, unexpected fun back into the mix.

A Glimpse at What’s Next

Zoe’s post was only the beginning. In minutes, it sparked a wave of curiosity, and soon our inbox was overflowing with demo requests. So yeah, we had to create a waitlist, thrilled that so many people want to be part of this journey with us. But we’re just getting warmed up.

The waitlist wasn’t just a buzz-builder. With Springboards, we’re bringing a fresh approach to how agency creatives work, so we want to make sure each demo is personal, interactive, and tailored to show what Springboards can really do. Yes, it means we are a bit slower to get through everyone, BUT it also means people understand not just WHAT Springboards can do, but WHY it was created and HOW to get the most out of it.

We’re planning an official launch to share with everyone what we’ve been working on and we’re gearing up to make an even bigger impact. We’re bringing more features, more fun, and even more ways for you to push creative boundaries. 

If this has you curious and you want to break out of the boring, request a demo today and get ready for what’s next.

‍