Creativity Benchmark
A collective industry benchmark for creativity.
Most AI benchmarks test for maths, science, and law, but none measure creativity. So we're building the first benchmark that reflects how our world works. Created by and for strategists, creatives, and marketers and backed by leading industry bodies. This is your chance to shape how creativity gets measured.
Vote on which response is better
Model XModel Y
Model performance is measured
+ 4+ 2- 6View your model preferences
Why it matters
The creative industry has been left in the dark with no way to know which AI models are actually useful for the work we do.
Because the models we're using were trained to pass finance, law, and coding exams, not to generate ideas, solve briefs, or tell stories.
We're relying on tools optimized for the wrong outcomes. If we want better AI for strategy and creative thinking, we need to start measuring what actually matters.
This benchmark brings clarity showing which models are built for creativity, and which aren't.
We're benchmarking AI models across three creative dimensions.
By evaluating all three, we gain a well-rounded picture of each model's strengths
in both creative and strategic tasks.
Creative Problem Solving
Evaluating the model's ability to generate novel and diverse solutions to creative problems.
Insight and Idea Inspiration
Measuring the novelty of insights and ideas and which ones spark the strongest thought starters.
Variance
Measuring the variance and
repetition of model responses based
on 1000's of generations.
Help us build the creativity benchmark
We're looking for all strategists, creatives, and marketers to help evaluate AI-generated outputs. You'll be shown short insights and select which you think is better.
Participation is open to all in the industry and takes just a few minutes. Your input helps keep human creativity in the equation. None of the outputs will be used for training any models.
Get startedYou'll be shaping:
A collective industry resource
Transparent research with shared results
Your own personal model preferance
We're not coders who learned about creativity—we're creatives who learned to code. Our mission is to keep people in the creative equation, and our promise is to help you get places you wouldn't go alone by building tools that spark ideas, not dictate them.
Backed by the leading advertising, marketing, and design organisations around the world.
Industry Support
American Association of Advertising Agencies
The 4As serves as the national trade association for advertising agencies in the US, promoting creativity, talent development, and industry progress.
Advertising Council Australia
The ACA is the peak body for advertisers in Australia, advocating for responsible and effective marketing practices.
APG
The APG is the leading professional body for strategists in the UK, focused on advancing the discipline of creative planning in marketing and communications.
D&AD
D&AD is a global association based in London that promotes excellence in design and advertising through its prestigious awards, education initiatives, and industry leadership.
Institute of Practitioners in Advertising
The IPA represents the UK's advertising, media, and marketing agencies, supporting industry standards, training, and effectiveness.
International Advertising Association
The IAA is a global network of marketing and communications professionals committed to advancing the interests of the industry worldwide.
The One Club for Creativity
A non-profit organization based in the US that celebrates excellence in advertising and design through education, inclusion, and recognition programs.
Zoe Scaman
Founder of Bodacious
Zoe is the visionary founder of Bodacious, a strategy studio focused on charting the emerging frontiers of innovation and technology within the realms of brands and entertainment. With over 20 years of brand strategy experience, she expertly blends deep business intelligence with a futurist's perspective, crafting game-changing strategies that push boundaries.
James Hurman
Founding Partner of Previously Unavailable
James is a New Zealand-based entrepreneur, investor and advertising effectiveness expert. He's the founding partner of Previously Unavailable, a creative company that partners with, creates and invests into high-growth startup companies. James is a co-founder of several high-profile New Zealand startups including Tracksuit (brand health tracking SAAS) and AF Drinks (non-alcoholic RTD cocktails), both of whom are market leaders in New Zealand and growing in the US and other global markets.
Tom Roach
VP Brand Strategy at Jellyfish/Brandtech
Tom is a brand strategist and creative effectiveness expert whose cutting edge thinking on a diverse range of topics including the application of GenAI for brands is required reading in the marketing world. As VP, Brand Strategy at Jellyfish, part of the Brandtech Group, he works with the world's most progressive brands, including Google and Uber. He is in demand as a speaker at major industry events, including SXSW, Cannes Lions, and Google Think.
Kevin Swanepoel
CEO
Kevin Swanepoel is CEO of The One Club for Creativity, the world's foremost non-profit organization whose mission is to support and celebrate the global creative community. Under his nearly 30 years of guidance, The One Club has grown significantly in scope and stature, producing many of the world's largest and most prestigious global advertising and design awards programs: The One Show, ADC Annual Award, Type Directors Club TDC competitions, Art Directors Club of Europe (ADCE) awards, ONE Asia Creative Awards, Young Guns, Young Ones Student Awards, TDC Ascenders, Next Creative Leaders, and Creative Hall of Fame.
Paul Drake
Foundation Director at D&AD
Paul Drake is the Foundation Director at D&AD, a charity established in 1962 to stimulate, enable and award creative excellence in design and advertising around the world. Paul oversees all of D&AD's learning programmes; supporting people to enter the creative industry, excel in their roles and lead creative businesses.
Laurence Green
Director of Effectiveness at the IPA
He has 30 years of experience in the advertising and cultural sector, having grown and sold two creative agencies: Fallon London to Publicis Groupe and 101 to IPG; served as a Trustee at Somerset House and Chair of the British Independent Film Awards; and been an independent adviser to agencies, brand owners and media owners on tasks ranging from strategy and storytelling to growth and exit. During his career, he has worked with leading brands including the BBC, Cadbury's, Coca-Cola, Sony, Stella Artois and the Tate. He has also advised start-ups and scale-ups such as innocent, Nando's, Green & Blacks and Ben & Jerry's. Green also regularly speaks and writes on a wide range of brand growth and effectiveness topics.
Dagmara Szulce
Managing Director, IAA Global Office
Dagmara joined the International Advertising Association (IAA) in 2017 as the Global Executive Director in charge of overseeing the IAA business across 56 countries. As a global leader in the marketing and communications industry, she believes social and environmental responsibility are as important as profit. She has used this belief system to transform the IAA brand and it's culture over the last 4 years.