Curiosity, creativity and the future of AI in marketing
October 2025
In New Digital Age’s latest My Digital Hero feature, our Director of AI & Creative, Matt Garbutt, shares the thinkers who inspire his approach to creativity and technology — and how that thinking powers innovation at Brave Bison.
Citing Demis Hassabis as his digital hero, Matt explores the space where “curiosity meets compute” — the same space where AdStudio and AudienceGPT were born. He explains why the real edge in digital isn’t optimisation, but understanding, and how the next breakthroughs will come from reconnecting data with imagination.
He also reflects on what he sees as his most heroic achievement: building AI tools that turn generative models into creative partners, not creative threats — helping brands understand audiences in richer, more human ways.
