Explore how to collaborate with AI to expand your creative power in this D&AD on-demand Masterclass

Designed for senior creatives and emerging creative leaders, this course puts your human skills in the spotlight and shows you how to use AI to stretch your creativity and unlock new directions for your work, without ever diluting what makes you truly human.
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  • UNPACK

    Build the frameworks, mindset shifts and perspectives you need to work with AI confidently — without losing your creative integrity, taste or judgement.

  • STUDY

    Deep dive into 3 creative projects and see how AI has been used on live briefs, with real clients — so you can apply the same thinking to your own work.

  • PRACTICE

    Design your own AI-augmented creative workflow and build a personal AI Playbook — something you can share with teams and clients with confidence.

Your Investment

Launch Offer until August 23

What you’ll get

Embrace a human-first mindset and integrate AI as a collaborator to elevate your work while maintaining control over your creative process.

  • 7 modules (20 hours of learning)

  • Video lessons: Practical frameworks, provocations and perspectives from experienced creative leaders.

  • AI Workbook: Activities, templates, experiments, reference material and space to develop your Playbook as you go.

  • AI Lab: Eight guided experiments that help you test the five roles of AI on real creative challenges.

  • Case Study Map: A visual exploration space with references, behind-the-scenes material and examples from the featured projects.

  • Responsible AI Checklist: A project-level prompt to consider disclosure, representation, IP, quality, privacy, brand safety, human oversight and environmental impact.

Want to try before you buy?

Get free access to the course taster and unlock the first module today

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Learn from people doing the work

Human-centred AI | ex-McKinsey Partner

Tey Bannerman

Tey started as a software engineer, moved into product design, and have spent over 20 years building digital products, leading design teams, and eventually leading the world's largest management consultancy, McKinsey, where he was a Partner and head of McKinsey Design Europe.

Founder, Human Zero One | ex Google Creative Lab and IDEO

Indy Saha

Indy has spent 30 years helping organisations get emerging technologies to actually work for people - not just in theory, but at scale. He's done that inside some of the world's most creative companies, including Xbox, Google Creative Lab and IDEO, and now runs Human Zero One, a consultancy that brings a human-centred and commercial lens to AI. He also lectures on the impact of AI and robotics on society at Imperial College London.

What our students say

Invaluable & game-changing

Senior Product Designer

I was using AI as a way to generate mockups and not using it throughout the whole creative process.

It's ACE!

Art Director @twentyrising

What I found most valuable is that it doesn’t promise AI will make you creative. Instead, it shows already-creative people how to use AI more thoughtfully, while also helping them navigate the stigma and uncertainty that can still come with using AI in creative work.

Eyeopening!

Artist, Designer & Lecturer

Course curriculum

  • 1

    1 | Welcome

    • Welcome

    • Course Tour

    • Meet your course leaders

    • A brief introduction to AI

    • The AI Shift
  • 2

    2 | The New Creative Reality

    • Creativity in the Post-Hype “New Normal”

    • Speed VS Creativity

    • Creative Excellence in the AI Era

    • AI in the D&AD Awards 2026

    • AI Sameness

    • Creative Integrity

    • Reponsible AI
  • 3

    3 | The Human Edge

    • The Human Advantage

    • A Brief Example

    • Human-first Mindset

    • Strategic Framing

    • Contextual Intelligence

    • Mischievious Thinking

    • Taste & Judgement

  • 4

    4 | AI as a Collaborator

    • Your Thinking Partner

    • The Roles of AI

    • Challenger

    • Explorer

    • Analyst

    • Builder

    • Simulator

    • Best Practices
  • 5

    5 | Case Studies

    • Case Study #1: Snapchat x Boots

    • Case Study #2: CocaCola

    • Case Study #3: Google Deep Lens
  • 6

    6 | Workflow Design

    • AI‑Augmented Workflow

    • Audit

    • Design

    • Test
  • 7

    7 | Your AI Vision

    • Draft your AI Playbook

    • Leading and Communicating your AI Vision

    • The Final Chapter

    • Share your Experience

FAQ

  • Is the course certified?

    Yes. The course is CPD-certified; it has been independently reviewed and recognised as professional learning that supports your ongoing development.

  • How do I know if this is for me?

    This course is for you if you are an experienced creative professional who wants to engage with AI without compromising your standards. It is designed for creative directors, designers, strategists, producers, founders and team leaders.

  • How much time should I allow?

    Allow around 20 hours across the full course. Parts 1 and 2 take approximately two to three hours per module. The practical modules in Part 3 are more hands-on and may take four to five hours each.

  • Is this a course about prompts and tools?

    Not primarily. You will work with practical prompting and experimentation, but the core focus is your creative process: how you frame, direct, assess and communicate AI-augmented work.

  • Will this help me work with clients and teams?

    Yes. You will develop a workflow and AI Playbook that can help you explain your approach, establish boundaries and lead conversations with greater confidence.

  • Do you have discounts for people who have been made redundant?

    Yes. Please email us at [email protected]

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