The Real Threat to Agencies Isn't AI-It's Insincerity
Abhijit Avasthi, co-founder of Sideways, says creative agencies face a bigger problem than artificial intelligence: a widening gap between the work they do for clients and the work they submit for awards.
While judging multiple award shows, Avasthi noticed that case studies and campaign entries often look more polished and impactful than the actual work running in the market. Sometimes the difference is stark enough that the same brand shows "antipodal creativity levels" between its public campaigns and its award submissions.
The disconnect matters because it signals a deeper problem: agencies are losing sincerity about delivering work that actually moves business results.
Where the real work happens
Building campaigns that drive measurable business outcomes requires sustained effort across multiple stages. It means uncovering genuine insights, building strategy, executing effectively, and ensuring the work reaches the right audiences. That process is difficult.
"It's not easy to deliver insightful, sparkling work on a brand that moves the business needle year on year," Avasthi said. He described the work as a "mammoth struggle" that demands "passion and resilience in truckloads."
Many agencies stop trying at this level. Fatigue and complacency set in. The default becomes: client is satisfied, move on to the next project.
The cost of cutting corners
When agencies compromise on quality and ambition, the work visible in the market reflects it. Eventually, that shows up in the client's business results. When it does, agencies pay the price.
"Eventually this reflects in the client's business and sooner than later, the agency pays the price for their insincerity," Avasthi said.
The industry's current focus on AI misses the actual problem. At a recent event, Avasthi discussed this with Partha Sinha, who described the issue as "Artificial Intention"-a play on the AI conversation that captures the real issue: not a lack of tools or capability, but a dilution of intent in how creativity is approached and executed.
For creatives looking to strengthen their work, understanding the gap between award-winning thinking and market-driving creativity is essential. Resources for creatives working with AI can help you build skills that deliver measurable impact, not just polished submissions.
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