Are We Sleepwalking Into An Era Of Ultra Processed Creativity

Creative Boom: Insight Creative Industry Are we sleepwalking into an era of ultra-processed creativity? As networks race to flood clients with AI-generated options, Andy Harvey – founder and ECD of Communion – argues the industry faces a choice that will define its legacy. Written By: Tom May 30 March 2026 Andy Harvey, Founder, Communion There's a moment in almost every creative's career when a client asks for more options—faster, cheaper. It's rarely a comfortable moment, but over time, most of us learn to navigate it. However, in recent years, that's become increasingly difficult. Why?

Because in 2026, this pressure is no longer just a feature of difficult client relationships; it's becoming the governing logic of the industry itself. The rise of AI and the speed with which holding networks have moved to weaponise it are turning a familiar tension into something far more systemic. This has led, in the words of Andy Harvey, founder of independent creative agency Communion, to something he calls 'ultra processed creativity'. We chatted to Andy to find out what he means by that, and how creatives should respond.

Faster and cheaper "Ultra-processed creativity is the easy way forward for clients who want faster and cheaper," says Andy. "But good creativity enriches our world. It's the stuff that gets talked about, referenced, sampled, and even envied over. Nobody is getting envious of AI slop, no matter how much profit it made the shareholders." Work by Communion for Rosewood Work by Communion for Rosewood Work by Communion for Ephea Andy's comparison with ultra-processed food is provocative, but it's not unreasonable.

Just as the food industry has gradually prioritised taste over nutritional value, Andy sees a similar dynamic playing out with creativity. Processed food hits the spot; processed creativity fills the feed. Both end up leaving you hollow. The trigger for his now widely-shared LinkedIn post was Omnicom's public commitment to AI hyperscaling; pitching 25, even 50 options per client brief. But as for the industry as a whole, he doesn't think we've crossed the point of no return. Not yet, at least.

"I think we are a long way from being addicted, but I still worry that without changing the narrative, we will follow the path of least resistance," Andy explains. "There are more than enough enlightened clients and creatives who put out work they believe in, whose gut instincts create something novel." And that framing matters for creatives trying to work out where they stand. The choice (and Andy insists it remains a choice) is between following the path of least resistance or holding the line on what makes the work worth doing in the first place. The client problem Andy acknowledges that clients are driving this as much as agencies.

The networks' shift towards AI hyperscaling is less about creativity than owning the consumer journey and promising purchase certainty across every channel. And in a tough market, that's a compelling offer. "What they're pushing is more certainty than creativity," he argues. "So while clients may not always be asking for it, in a roundabout way they are, every time they ask for certainty in an uncertain world." The problem is that in truth, certainty and creativity tend to pull in opposite directions.

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The article addresses a significant trend in the creative industry influenced by AI, which has implications for brand strategy and consumer relationships, making it highly relevant and impactful for professionals in the field.