Why Local Insight Beats Generic AI for Truly Creative Global Campaigns

Is Local Knowledge the Key to Fighting the Rise of "Mediocre" AI-Powered Global Creative Work?

The atmosphere at this year’s Cannes Lions was a mix of uncertainty and anticipation. While some creatives expressed concern about where artificial intelligence (AI) fits within the industry, others viewed it as a tool to deliver highly personalized and effective campaigns. Amid these contrasting views, thoughtful discussions emerged, especially at Uber Advertising’s villa behind the Croisette.

A panel from Australia and New Zealand highlighted the importance of balancing global scale with local relevance in creative work. Lucinda Barlow, Uber’s marketing chief for APAC, EMEA, and Latin America, emphasized the critical role of local insights. “When I look at what works across 60 markets, it’s the local—deep cultural insights, local humor—that drives behavior change,” she said. She pointed out that brands should first create ideas that work exceptionally well in one market, then identify the universal core to scale globally.

Andy Fergusson, chief creative officer at Leo Australia, agreed that making "mediocre work" more efficient through AI is a risk. “The problem with much of the AI-driven content is that it spreads mediocre ideas faster,” he explained. Instead, strong creative ideas with human insight, like “Share A Coke” or “Dumb Ways To Die,” provide a foundation that AI can then enhance through personalization and cultural nuance. The key is to get the core idea right first.

“Dumb Ways to Die,” created by McCann Melbourne in 2013, remains a prime example. This campaign, which focused on safety with a quirky and engaging approach, earned multiple top Cannes Lions awards. Its success demonstrates how local creativity with universal themes can resonate globally.

Uber’s approach reflects this mindset. Their “Tonight I’ll Be Eating” platform, originally developed by a small Australian agency, went on to become a global campaign. Barlow explained that the campaign's success came from focusing on doing something bold in one market without diluting it for a global audience upfront. Instead, they localized the idea after understanding why it worked locally.

Fergusson added that great ideas naturally travel because they address fundamental human needs. For example, Leo’s “One House to Save Many” campaign for Suncorp tackled climate resilience—a universal concern—while rooted in Australian experience. “Instead of focusing on recovery, we focused on resilience. It was simple but led to a shift in the industry,” he said.

While local insights are essential, a global perspective can prevent creative tunnel vision. Canva’s executive creative director Cat van der Werff described their strategy of building a centralized team in Australia but aiming for a global reach from day one. Their goal was to empower people worldwide to design, launching in 100 languages within two years. The local work in markets like the US, Japan, and Indonesia now inspires their global campaigns.

Michael Levine, head of Uber Advertising ANZ, highlighted how being from Australia or New Zealand brings unique advantages. “The size of our markets means we’re often generalists rather than specialists, giving us a broader perspective,” he said. “Our cultural sense and collaborative approach also help us create work that can compete globally.”

As the creative industry faces the challenge of AI-driven content, the takeaway is clear: strong local ideas grounded in human insight are the foundation. AI can amplify and personalize, but it can’t replace the need for authentic creativity that resonates deeply.

For creatives looking to sharpen their skills in blending AI with local insight, exploring focused AI courses can add value. Check out Complete AI Training’s latest AI courses for practical knowledge on using AI tools effectively in creative work.