The New Creatives is about sustaining human ingenuity, INDEPENDENT THINKING and creativity in a tech world.

Ever since the introduction of generative AI, the way we create, communicate and produce things has completely changed. Making so many things easier, faster and more efficient. But there’s also a downside to this. Next to job losses, we’re losing crucial human capabilities like thinking creatively and independently. More and more people lean on tools that make creation become frictionless. But did you know that when we lean too much on AI tools that ‘do the creative work for us’, we’re learning our brains to go for ‘easy rewards’ also known as instant gratification? Instead of developing our own creativity and pushing boundaries with our own human ingenuity. As a creative, I think that’s worrying.

I embrace AI, use it in my daily workflows, but I will not let a tool or algorithm replace my creativity or independent thinking. The New Creatives is about making people aware of this and about making space for thinking before generating. It stands for valuing our human ingenuity in a new way.

Do we really want tools to take over our
INDIVIDUAL creative muscle?

Creativity does not live in tools or outputs. It lives in the way we create, how we share ideas and question each other. In real spaces. With real voices. And very much in moments that can't be automated. I see creativity as a muscle that we need to keep strong, by training it and challenging it.

I strongly believe we should all do more to create environments, conversations and collaborations that keep human creativity active, visible and culturally meaningful. This is not about rejecting technology, it is about keeping creativity rooted in lived experience and cultural context.

  • The New Creatives partners with brands and organisations to create cultural projects, conversations and collaborations that celebrate the value of human creativity.

  • I speak about creativity, identity and human value in the age of AI. I do this for brands, cultural institutions, corporates and creative teams.

  • I help organisation and creative minds find clarity, direction and confidence in their voice and work, and support brands in navigating complex creative and cultural questions

The thinking behind
my work

I’m Seema Sharma, creative director, author of Read Nothing in Here, Write Nothing In Here and The New Creatives. In my latest book I’m exploring the role of human creativity in a world that is increasingly shaped by tech and automation.

For more than 15 years, I’ve worked across advertising, PR and creative industries, from leading creative teams within agencies to building my own.


Keeping creativity human and connected

My work has always centred on one question: how do we keep creativity human and connected to real perspective? Due to the rise of AI, this has now become a question that is not just relevant for creative professionals, but for everyone.

Through writing, talks and collaborations, I work with people and brands who want to keep creativity thoughtful, culturally aware and alive in the age of AI.