Augmented Intelligence: Using AI to Elevate Human Creativity

Join the thousands of people here and subscribe to the Breakthrough Innovation Newsletter to receive strategies and insights into making innovation part of your organizations DNA

David Mitchell , thanks for contributing this article! Learn more about who David is and what he does at the end of this article.

If you'd like to contribute an article or collaborate on an article, let us know, we'd love to connect!

Artificial intelligence (AI) is reshaping how we think, work, and create—but not in the way most people expect. Despite the hype around AI replacing human labor, I see its true potential as a tool for human augmentation. AI is best used to expand our thinking, accelerate ideation, and empower creativity—not as a substitute for it.

At VML, I’ve worked with teams leveraging AI tools across industries, from marketing to engineering. These tools have proven invaluable in making individuals and teams more productive, efficient, and imaginative. But the real magic happens when we keep humans at the center of the process. Here’s how AI is transforming the creative and innovation landscape, and how leaders can leverage it responsibly to unlock new possibilities.

1. The Power of Human-in-the-Loop AI

AI is at its best when it works alongside humans. This concept, often referred to as “human-in-the-loop,” keeps creativity and critical thinking firmly in human hands while using AI as a partner for execution and ideation.

For instance, AI tools can quickly generate initial ideas, whether it’s content, sketches, or data analysis. But those outputs need human refinement to go from good to great. At VML, we’ve encouraged our teams to use AI for brainstorming and prototyping. These tools help unlock ideas that might not emerge otherwise, but the final work is always polished by a human expert who understands the nuances of emotion, storytelling, and culture.

2. AI Elevates, It Doesn’t Replace

One of the most common fears about AI is that it will replace jobs. While AI can automate repetitive tasks, it’s not a replacement for human creativity. AI gets you to the mean—it provides a solid baseline—but the peak still requires human intuition and expertise.

For example, when generating visuals for a campaign, an AI might create draft concepts that spark inspiration. But the emotional depth and connection of the final product come from human hands. Similarly, in writing, AI can provide a good starting point, but the most compelling narratives are crafted by people who can infuse them with lived experience and insight.

3. Trust and Caution in AI Adoption

As AI tools become more integrated into workflows, it’s essential to approach their use with both excitement and caution. At VML, we balance experimentation with accountability. Our teams are encouraged to explore new tools, but we also have clear guardrails, including ongoing legal reviews and ethical guidelines.

Leaders need to ask:

• Are we using AI responsibly?
• Does our team understand the strengths and limitations of these tools?
• How are we ensuring the final product remains authentic and aligned with our values?

AI isn’t a substitute for intelligence or creativity—it’s a tool to amplify them. By using AI thoughtfully, organizations can enhance their capabilities without compromising their integrity.

4. Experimentation and Innovation Through AI

One of the most exciting aspects of AI is how it enables experimentation. Think of AI as the ultimate collaborator in brainstorming sessions. Need a quick prototype for a concept? AI can generate it in minutes. Struggling with a blank canvas? AI provides a starting point that you can iterate and improve upon.

This iterative process reminds me of a photography experiment: students tasked with creating a single perfect image often produced weaker results than those tasked with creating a portfolio. Why? The portfolio-focused group experimented more, learned from their mistakes, and elevated their work over time. AI enables this portfolio mindset, giving teams the freedom to try multiple approaches without fear of failure.

5. Leaders Must Embrace the Learning Curve

For leaders navigating AI adoption, the key is to stay curious and proactive. AI isn’t magic—it’s a tool, and like any tool, its value depends on how it’s used. Leaders need to encourage their teams to explore AI capabilities, understand its limitations, and integrate it into their workflows responsibly.

Here’s my advice for leaders:

• Encourage Play: Give your teams the freedom to experiment with AI tools. The more they explore, the more opportunities they’ll uncover.
• Focus on Augmentation: Frame AI as a tool to enhance human creativity and efficiency, not replace it.
• Set Clear Guardrails: Establish ethical guidelines to ensure AI use aligns with your organization’s values.

Final Thoughts: The Future of Augmented Intelligence

AI is changing the nature of work, but it’s not replacing humans—it’s augmenting them. By integrating AI thoughtfully, organizations can elevate their creativity, streamline workflows, and unlock new possibilities. The key is to keep humans at the center, using AI as a tool to inspire, accelerate, and refine.

As we navigate this rapidly evolving space, remember: the best outputs will always come from the collaboration between human ingenuity and AI’s capabilities. Let’s use this technology not to replace ourselves, but to empower ourselves to reach new heights.

If you're interested in learning more download our book and register to receive our new book "Breakthrough Innovation" when it releases!

If you’re considering running a design sprint for your organization or team, grab a copy of our Design Sprint Starter Guide.

If you're ready to chat, grab some time on our calendar!

About David Mitchel

David Mitchell is a CTO at VML , a leader in innovation and AI adoption for creative industries. Connect with him on LinkedIn to explore the future of AI and human collaboration.