Superside

Last week, we met with creative and marketing leaders from Philips, Google, TomTom, Nike, Nielsen and more at REM_amsterdam, a former pirate radio tower turned restaurant, 90 meters above the water. The conversation circled around three questions every team is wrestling with but no keynote seems to answer: 1. Do enterprise teams actually have the space to experiment with AI? Most want to but approval systems and tool limitations keep getting in the way. 2. Can anyone truly prove AI saves money? The narrative is loud, the data is still catching up. 3. Are fewer junior roles really AI’s fault? Not entirely. The hiring squeeze started years ago, AI just made it impossible to ignore. What stood out: teams aren’t short on curiosity. They’re short on time, clarity and support to experiment honestly. Huge thanks to everyone who joined us, and to the crew who made the night possible.

If you listen to the hype, everyone’s using AI. In reality, most teams are still figuring it out, and that’s a good thing. That gap between expectation and adoption is where the real opportunity sits. Shift happens explores how creative and marketing teams are using AI today and what they’re learning along the way. One edition for creatives. One for marketers. Both built to help teams navigate AI intentionally, not reactively. Get your free copy 👉 link in comments.

Cue the confetti emoji🎉 Today is one of our favorite days at Superside: promotion day. Twice a year we celebrate the people who keep raising the bar—the thinkers, makers, collaborators, and doers who keep raising the bar. And because our copy and design teams never met a brief they couldn’t overdeliver on, we turned a simple “I’ve been promoted” into nearly 40 custom versions across departments. You’ll spot a few of our favorites below. Working here means having the freedom and flexibility to grow, not just in your role, but in your craft, your confidence, and your impact. Today’s promotions reflect all of that. To all our newly promoted Supersiders: thank you for everything you bring to this team. We’re so proud of you💚

New year, new job? We’re hiring across motion, design, and AI. Fully remote, always🌍 🔗 careers.superside.com

6 images. 19 humans. 6 AI tools. Countless messages. One takeaway: AI can go fast, but people make it good. Here’s how Shift Happens came to life 👇

AI isn’t going anywhere. But (spoiler) that’s not bad news. In fact, it might actually give you more time to spend on the things that matter. Every new tool started with discomfort first, discovery next. Photoshop. The internet. Now AI. The overwhelm is real—but so are the possibilities. Yes, AI accelerates creative work. Off-the-shelf tools can generate images up to 90% faster than manual design processes, while custom AI models move 10x faster. But speed for speed’s sake isn’t helpful. The real question is: why do we want to move faster? For Ayesha Mathews Wadhwa, Head of Brand Experience, the goal is to use AI to clear creative bottlenecks, not just ship more output. “It’s not about rushing,” she says. “It’s about unblocking.” “True creativity requires instinct, intuition, and a connection to culture. Those are the areas where I’d rather tap the team’s lived experience.” When every brand can produce content at scale, speed and volume aren’t a competitive edge anymore—meaningfulness is. Without talented humans behind the wheel, AI can’t create work that preserves brand integrity, pushes creativity, or delivers real impact. “It’s not just about shipping faster,” Ayesha adds. “It’s about finding flow. AI’s best use is giving us back the white space to think strategically, boldly, creatively.” That’s why we need creative leaders—and they need time to do what they do best. In a world where 76% of creatives say they can’t keep up with demand, AI can help protect that creative time. It’s time to shift gears. Get the report (link in the comments) 👇

AI showed up everywhere. Somehow, the instructions got lost. Shift Happens fills in what’s been missing: a guide that helps marketers and creatives use AI to move faster, protect craft, and keep work consistent without adding pressure. See how teams at Zapier, Revolut, McAfee, Intuit, Later, AirOps and more are making the shift 👇 in the comments.

Before the year wraps, we met with leaders from Google, Meta, Adobe, Amazon, PepsiCo and more in London to explore what’s on marketing leaders’ minds heading into 2026, including the ones actually building the AI tools we're all using. Here’s what we heard:  • Most teams are using AI cautiously, with quality swings and limited training topping the list of concerns (good thing we made a guide for that 👀https://lnkd.in/dQTR5z4n).  • AI-generated briefs are landing on creative teams unchecked, and it’s becoming a real headache.  • Even the teams behind tools like Gemini and Firefly are still navigating how AI fits into real creative workflows. Despite the challenges, there was real optimism. Teams see AI as a way to take back their time and focus on the creative work that actually matters. And yes, great food makes good conversations even better.

Our petition to let creatives run Black Friday

You know us, we love to talk AI. But here's how our brand team walks the walk. It’s in everything we do: concepting, copy, video, UX, campaign automation, and more. Why? Because AI gives our team more room, more time, and better tools to do what they do best.