Human agency in the time of AI

Human Agency in the Age of AI: Reclaiming Creativity and Connection at Web Summit Lisbon 2025

Moderator Charlotte Williams opened the Web Summit Lisbon 2025 panel on “AI agents versus human agency,” exploring who controls decisions in a world shaped by AI. She introduced panelists Erika Wykes-Sneyd, Global VP & GM at Adidas; James Kirkham, Founder & CEO of Iconic77; and Emily Rickard, CEO of BUCK. A quick poll revealed few attendees had made major life decisions based on algorithms, with many hopeful but some fearful about AI’s impact on creativity.

Ms. Wykes-Sneyd predicted AI would foster “audacity” in creativity by identifying new opportunity spaces. Mr. Kirkham, concerned about “cultural flatlining” from algorithmic control, hoped AI could empower independent artists and designers. Ms. Rickard believed “taste” would prevail and foresaw a resurgence in human connection through experiential marketing and music festivals.

The panelists agreed on a growing yearning for human messiness and connection. Ms. Wykes-Sneyd noted that rising digital advertising costs (CPMs) compel brands to adopt “challenger brand” tactics, using audacious storytelling and collaborations to break through. She cited Adidas’s success with Oasis, leveraging cultural credibility and nostalgia to connect with audiences.

Ms. Rickard shared BUCK’s approach with the Airbnb campaign, where practical stop-motion and deliberate imperfections in 3D work maintained a human, tactile feel. Mr. Kirkham highlighted JD Sports transforming retail into “cultural cornerstones” for youth, emphasizing off-screen, analog connections. Ms. Wykes-Sneyd urged organizations to embed humanity into their processes, allocating budget for whimsical, culture-led initiatives.

Ms. Wykes-Sneyd criticized AI implementations that become predatory, like targeted ads based on inferred insecurities, warning of significant brand risk. She stressed the need for “human-led” AI, where technology serves imagination, not the reverse. Ms. Rickard cautioned against AI-generated RFPs, which often lack genuine human insight. Mr. Kirkham dismissed fleeting AI “gimmicks,” advocating for enduring “real craft” over novelty.

Ms. Rickard emphasized mentoring young talent in foundational craft, concerned about a future industry dominated by creative directors without technical grounding. Mr. Kirkham highlighted the irreplaceable human skills of “storytelling” and understanding “history,” noting that cultural nuances and in-jokes are beyond AI’s current capabilities. Ms. Wykes-Sneyd underscored the value of brand historians and the unpredictable power of human-driven nostalgia, like the Oasis revival.

The panelists concluded with advice for marketers. Ms. Rickard urged mentoring young talent. Mr. Kirkham warned against human susceptibility to technology’s speed, advocating for a “careful distance” to coexist with AI. Ms. Wykes-Sneyd advised getting “offline” to cultivate real-world relationships, asserting that in an increasingly synthetic digital landscape, “reputation is king” and genuine human connection is paramount.