Beyond the Algorithm: Where AI Fails, and Surprises, in Creativity

How creative is AI, really? For the first time, the Creativity Benchmark puts leading AI models to the test, not on logic, but on the true building blocks of creativity: sharp insights, campaign-worthy ideas, and bold, breakthrough concepts.

Launched in partnership with the 4As, this global benchmark asks the big questions:

• Which models inspire original, unexpected ideas—and which play it safe?
• How do machines measure up against human judgment of creativity?
• Where do LLMs still miss the mark?

In this session, we’ll share exclusive results and reveal what they mean for the future of creative work. From sparking imagination to shaping effectiveness, the findings open a new chapter in how we think about AI as a creative partner.

Speakers

Carolyn Murphy – GM, Americas @ Springboards
Carolyn Murphy is the GM, Americas of Springboards, an AI platform designed to turbocharge creativity while keeping human insight at the core. With 15+ years of experience helping marketers harness data and technology to drive growth, she previously led WARC’s Americas team, driving significant expansion and sharing her expertise at industry events like ANA, ARF, and LIONS. A start-up veteran and Boston College grad, Carolyn has held leadership roles at Buddy Media, Salesforce, and Olapic—thriving at the intersection of creativity, strategy, and business impact.

Jeremy Lockhorn – SVP, Creative Technologies & Innovation @ 4As (Moderator)