AI and the Future of Memory, Creativity, and Creative Agencies: What Are We Losing?

Worse Memory, "Cognitive Debt," and the Future of Creative Agencies

Artificial intelligence is a powerful tool that’s reshaping how we work, but it comes with some unexpected consequences. In a recent discussion, dev.ua CEO Stas Yurasov and AI evangelist Oleksiy Minakov explored whether AI is affecting our memory and creativity, introducing the concept of “cognitive debt.”

MIT research has shown that while AI tools like ChatGPT make tasks easier and boost short-term productivity, they may also reduce the depth of our thinking and memory retention over time. This raises a critical question for creatives: if AI helps you get more done now but leaves you less sharp a year from now, is that a trade-off you’re willing to accept?

What Is Cognitive Debt?

Cognitive debt refers to the mental cost we pay when we rely too much on external tools for thinking and remembering. Just like technical debt slows down software development, cognitive debt can dull our ability to think deeply and solve complex problems independently.

For creatives, who depend on memory, insight, and originality, this could mean a gradual loss of the skills that fuel innovative ideas and storytelling.

AI’s Impact on Creativity and Agencies

Joining the conversation was Volodymyr Cherner, CEO of the New Strategies Group creative agency and creator of the AI content project “Shtuchka Intellect.” With 14 years of experience in advertising, Volodymyr shared how AI is being used to produce advertising videos and the reactions from clients.

His insights reveal that AI can streamline some creative processes, but it doesn’t replace the strategic thinking and human touch that agencies provide. The question is whether agencies will adapt to AI tools or face obsolescence.

Highlights from the AI Discussion

• Midjourney’s Video Model: The new V1 video generation model quickly became a top choice for creators looking to generate video content efficiently.
• AI Talent Competition: Meta is offering bonuses of up to $100 million to attract OpenAI employees.
• National AI Projects: Kyivstar is collaborating to develop a national large language model (LLM) for Ukraine.
• AI in E-commerce: Varus uses AI to recommend ingredients for dishes, making shopping more intuitive.
• Behavioral Prediction: Former Harvard professor Arvid Bell introduced a system that predicts consequences of political decisions using AI behavioral models.

AI, Learning, and Memory

The discussion also covered how AI influences learning. While AI can accelerate information access and task completion, it may also lead to shallower learning. This is particularly relevant for creatives who rely on continuous skill development and deep knowledge.

Finding a balance between using AI as a tool and maintaining critical thinking skills is key.

Where Creative Professionals Stand

For creatives, the rise of AI is both an opportunity and a challenge. Tools that generate content quickly can free up time for higher-level strategy and innovation. However, over-reliance risks creating a workforce that’s less capable of original thought.

Adapting to AI means learning how to integrate these tools without losing the essential human elements of creativity. Resources like Complete AI Training’s courses for creative jobs can help professionals develop the skills to use AI effectively while preserving their creative edge.

Final Thoughts

Artificial intelligence will keep changing how creative work gets done. The goal isn’t to abandon memory or creativity but to use AI wisely—boosting productivity without building up cognitive debt.

Creative agencies that understand this balance and educate their teams accordingly will be better positioned to thrive in the evolving landscape.