In Terminator 2, we see a dystopian future, where humanity is enslaved by robots. Humanity's salvation lies also in a machine: the Terminator. Only through working with the machine can humanity be saved. Only through working with humans does the machine understand why humanity is worth saving.

The creative industry faces a similar dilemma. Creativity is one of the most powerful forces available to brands and one of the core competencies that agencies have historically been able to provide. But this is under threat from the demands of the ever-growing digital ecosystem, placing agencies under increasing pressure.

Programmatic, personalisation, content, social media, and response-led digital have led to an exponential growth in demand for collateral. The need to create more, combined with the creative industry's inability to adapt, has led to a creativity deficit, where creativity is being inadvertently squeezed out. This has given rise to a creativity deficit in marketing (Figure 1). The exponential demands of digital clash against the very human limitations on creativity. This looks set to continue, as we try to catch up with a rapidly increasing capabilities gap.