Spark Intelligence—the AI news creatives need to know #010

Greetings earthlings,

Welcome to the first Spark Intelligence of 2025! We’re diving into a year full of creative possibilities with AI, and this edition is here to set you up for success. Whether you’re just starting your AI journey or looking to take the next step, there’s something here for everyone.

Here’s what’s inside:

1. Generative AI: What’s New for Creatives in 2025

2. Your January 2025 Survival Guide to Creative AI Tools

3. How Creative Agencies Can Win with AI in 2025

4. Reflections on the First Year of Spark and Our Vision for 2025

5. Help Us Design Our Remote Courses: Quick Poll

6. Upcoming Workshops & Webinars You Won’t Want to Miss

Let’s dive in.

Generative AI: What’s New for Creatives in 2025

2024 saw generative AI mature into a powerful force for creatives. Not only have the tools improved, but they’ve also become easier to use and integrate into workflows.

• Language Models: ChatGPT has evolved hugely with the release of 4o and now 01, and introducing features like Voice Mode, Canvas, and Projects. Meanwhile, Google’s Gemini 2.0, Deep Research and NotebookLM are proving extremely helpful for research and writing tasks. And Claude released their Styles feature, making writing in your brand ToV easier than ever.

• Image Generators: We’ve seen huge updates to MidJourney with the easy to use web interface, new models, external editor and now mood boards, making it easier than ever to control the look and feel of your visuals.

• Video Generators: Runway introduced it’s latest model Gen-3, and gave us easy motion capture and generative expand, while OpenAI’s Sora and Google’s VEO2 have just come on the scene and are setting the bar for the next wave of video get tools.

• AI in Campaigns: Big brands like McDonald’s, Nike, and Coca-Cola embraced AI in major campaigns, and meanwhile smaller businesses gained easy access to image and video tools directly integrated into platforms like Google Ads and TikTok. 2025 is the year we expect to see AI generated visuals go mainstream.

Don’t forget you can catch up on all the latest AI tool drops in monthly What’s New in Creative AI webcast. Catch the December edition here:

2025 is shaping up to bring AI content firmly into the mainstream—don’t get left behind!

January 2025 Guide to Creative AI Tools

Here’s our updated list of the standout tools and practical use cases lighting up our world this month:

Top Tools

• ChatGPT: With its new reasoning model (01), the ability to handle live web searches, voice mode, and easy to use Projects, it’s now our go-to LLM.

• NotebookLM: A viral favourite for organising and summarising vast amounts of research and transcripts. The podcast feature is gimmicky but great fun.

• Ideogram’s new Flow mode is perfect for exploring different visual pathways, we love it. Good with text too, unlike Midjourney.

• MidJourney v6.1: A powerhouse for creating high-quality artwork now with added control over style and mood through the new Moodboards feature.

• Runway Gen-3: Motion capture and generative expand features are taking video creation to the next level.

• Canva: New features in Dream Lab and the integration of Leonardo’s image engine make this tool better than ever for marketeers creating assets at scale.

Download your Creative AI use case cheat sheet for January 2025

Download your copy:

Which tool are you most excited to try?

How Creative Agencies can win with AI in 2025

AI is set to become the new normal in 2025. After a year or two of experimenting, this year agencies are set to take it seriously. Here’s where to focus:

• Augment your team: Custom GPTs, NotebookLM and Ideogram act as new team members helping you cover more ground more quickly than before. Leverage them to create better work that keeps your clients coming back.

• AI Workflows: Move beyond your star players tinkering with AI. Create AI-enabled workflows that are used by everyone. Not sure how? We’ll show you.

• Efficiency without Compromise: You can now deliver projects that punch above their weight with the latest generation of AI helping with image and video generation. Every client deserves top notch visuals unconstrained by budgets.

• Learning & Development: The tools are powerful but not easy to master. Promote an AI-forward culture by unvesting in training, giving space to experiment, and having a clear way forwards for your teams.

• Data Integrity: With AI everything becomes data. Embed ethical data practices and mange your and tour client’s data safely.

• Strategic Growth: The real winners from the AI transition will be those that innovate, develop new services, and uncover fresh sources of value for their clients. Want to be one of them? Let’s talk.

Coming up in 2025

It wouldn’t be new year at Spark if we didn’t take a moment to reflect on 2024 & set our vision for 2025.

2024 was huge for Spark

• We won Innovate UK Creative Catalyst Grant Funding and collaborated with some brilliant creatives and AI experts to build AI Accelerator (👀 big fish, Tom Ewing, Ben Rickard, Sofia Pires, Ross Pepperell) .

• Shortlisted for two Tech SW Awards.

• Presented to over 700 people, including at Building Brands, Bath Spa University, and BIMA and the Department for Industry and Trade.

• Trained 300 professionals across in our AI Activation programs.

• Developed launched the AI Accelerator, a one-of-a-kind transformation program for creative agencies (first clients this month!).

• Built an incredible board of advisors who are with us every step of the way.

What’s Coming in 2025

This year, we’re scaling up to meet demand, including expanding our learning offerings with live online cohorts of our AI Activation course, and (coming soon) our AI for Leaders course —perfect for individuals who want to join our sessions remotely while connecting with other like-minded professionals.

Exciting Q1 Plans

• We are launching the AI Accelerator with our first clients.

• Hosting AI for creatives workshops in London and Bristol ( more below).

• Lecturing at Oxford University to help deliver their Diploma for AI in Business

• Presenting throughout Q1 to the Girls in Marketing community.

• We are super excited to be giving a talk at M&S’s creative team away day.

• Kicking off our 2025 free webinar series with Matthew Maxwell, creative director and artist on his creative process with AI.

Help Us Design Our Online Courses

Upcoming Workshops & Webinars You Won’t Want to Miss

You’re invited! Here’s what’s on the calendar in January:

Emma is running a webinar series for Girls in Marketing, starting with AI Confidence in January

Jules and Emma host the January edition of What’s New In Creative AI podcast

Emma is running a free workshop Matthew Maxwell on his AI creative process

Jules is running a half day ‘AI for Creatives’ Workshop in Bristol with the BCI

Emma and Jules are hosting a full day ‘AI for Creatives’ Workshop in London with lunch, networking and time for 1:1s.

New Year Resolutions

2025 is shaping up to be a transformative for creatives using AI. What’s your top priority for AI this year? Hit reply or vote in our poll—we’d love to hear from you.

Here’s to a year of innovation, creativity, and growth.

Warm wishes,
Emma & Jules
Co-Founders of Spark