The Agency That Is Redefining Creativity in the Age of Artificial Intelligence

Artificial intelligence is rewriting the rules of culture and creative content.

It is beginning to shape the videos that stream across our screens, the films lighting up theatres, even the music pulsing through our headphones. What once felt experimental is now mainstream: AI has become the invisible collaborator behind the stories, sounds, and images defining a new era.

It is within this landscape that Absolutely AI, led by its visionary Founder Jamie Leeuwen, has emerged as a trailblazer. Recognized as the Global AI Agency of the Year – 2025, the agency is redefining what it means to merge creativity with artificial intelligence, setting new benchmarks for innovation while shaping the future of creative content. 

Innovation Meets Imagination

Founded in 2022, Absolutely AI emerged from a bold vision to redefine the boundaries of creativity through generative artificial intelligence. Established in Queensland, Australia, the agency was born out of an experiment that sought to answer a simple yet ambitious question: Could AI generate professional-grade visuals that rival traditional methods of photography, graphic design and film production?

The defining moment came when one of Absolutely AI’s early AI-generated images won a global photography competition which kick-started the debate around AI’s role in professional content creation. This milestone made global headlines and while it was controversial, the person behind the experiment stresses it was not about deception, rather it was a demonstration of possibility. It validated the belief that artificial intelligence could enable stories to be told in ways previously unimaginable ways.

Since its inception, Absolutely AI has positioned itself as a pioneer in AI-driven content creation. Under the creative leadership of Jamie van Leeuwen, the agency has built a reputation for delivering innovative advertising campaigns, cinematic storytelling, and groundbreaking visual storytelling and art projects that bridge technology with creativity. What began as a curiosity-driven project has evolved into a globally recognized studio, transforming the way content is imagined, produced, and experienced.

Obstacles Spark Opportunity

Like every pioneering venture, Absolutely AI’s rise was not without obstacles. In its early years, the agency confronted widespread skepticism about the role of artificial intelligence in creative industries. Many traditionalists viewed AI-generated content as a passing trend, lacking the authenticity and emotional depth of human craftsmanship. Rather than resisting this perception, the team leaned into it, dedicating themselves to proving that technology could elevate, rather than diminish, the art of storytelling.

Another challenge lay in navigating uncharted territory. With no established playbook for AI-led content creation, Absolutely AI had to build its own frameworks, workflows, and ethical guidelines. From copyright considerations to questions of cultural sensitivity, the agency proactively addressed these complexities, ensuring its work not only met professional standards but also earned trust among clients and audiences alike.

AI as an Amplifier, Not a Replacement, of Human Creativity

For Absolutely AI, the most pivotal realization has been that artificial intelligence is not a replacement for human creativity but an amplifier of it. The turning point came when the agency recognized that its true value did not lie solely in producing cutting-edge content but in democratizing access to creativity itself. By enabling individuals and organizations—regardless of budget, resources, or location—to tell world-class stories, Absolutely AI shifted from being just a service provider to becoming a catalyst for creative empowerment.

This perspective reshaped the agency’s mission and direction. Instead of focusing only on delivering client projects, Absolutely AI began investing in education, tools, and frameworks that allowed a wider community to harness the power of AI responsibly. It marked a fundamental shift: from showcasing what AI could achieve to showing others how to achieve it. This learning not only strengthened the agency’s leadership position but also underscored its belief that the future of creativity is collaborative, inclusive, and limitless when guided by the right principles.

Simplifying AI for Every Creator

The agency also solves the problem of accessibility. While many organizations struggle with the technical complexity of AI, Absolutely AI has created structured learning platforms such as the AI Video Academy. These frameworks simplify advanced tools, allowing creators, educators, and businesses to adopt AI confidently and use it as a creative ally rather than a barrier.

Equally important is the way Absolutely AI redefines global participation. Through cross-border internships and collaborations in emerging markets, the agency eliminates geographical constraints, giving diverse talent access to opportunities once limited to large studios or agencies.

In doing so, Absolutely AI goes beyond solving operational inefficiencies. It dismantles structural barriers to creativity, ensuring that technology empowers rather than excludes. By combining accessibility, speed, and inclusivity, the agency has positioned itself not just as a service provider but as a catalyst for how creativity will be imagined and shared in the future.

Milestones of Impact: How Absolutely AI is Redefining Creativity

From historic breakthroughs to global recognition, Absolutely AI’s journey is marked by projects and accolades that showcase the agency’s vision in action.

Global Milestones & Projects

• NFL Super Bowl Collaboration → Reached 300M+ fans worldwide, marking one of the largest AI-powered content showcases in sports entertainment.
• Eureka Stockade Documentary → Brought 1850s history to life with AI-generated visuals, now under consideration for museums and classrooms.
• Sony AI Workshops → Educated and inspired top filmmakers & photographers, showcasing practical AI storytelling at scale.

Awards & Recognitions

• AI Entrepreneur of the Year 2024 – Honouring leadership in innovation.
• International Awards in AI Design & Content Creation – Recognized for excellence in blending artistry with technology.
• Gold Medal for AI-Generated Beer Concept – Creativity beyond media, shaping industries in unexpected ways.
• TED Talk: Creating in the Age of AI – Shared widely across global platforms, sparking conversations on AI and creativity. (Source)

By the Numbers

• 500M+ views across AI-powered content.
• 5,000+ creators trained worldwide through workshops and online learning.
• AI Video Academy → A global cohort enabling creators to master AI storytelling.
• AI Creative Internship Program → Engaging 8 students across 5 countries in its first year—empowering future talent.

Innovation as a Daily Habit, Not a Buzzword

At the core of Absolutely AI’s success is a culture of constant exploration. The team treats every technological shift as a chance to reimagine creativity, embedding research and experimentation into its daily practice so innovation becomes part of its DNA.

Collaboration further drives this edge. By uniting experts from film, design, marketing, and engineering, the agency fosters a multidisciplinary space where ideas are challenged and transformed. This diversity enables them to view AI not just as a tool, but as a canvas for new storytelling and brand engagement.

Equally, agility defines the agency’s approach. In a field where technologies evolve rapidly, Absolutely AI adapts its workflows with speed and flexibility, ensuring relevance in an ever-changing landscape. Together, this blend of curiosity, collaboration, and adaptability keeps the agency at the forefront of global AI innovation.

Listening, Adapting, and Evolving Together

At Absolutely AI, client feedback is seen as an important part of working together, not just criticism. The agency treats every project as a conversation, where ideas from brands, teachers, or partners help improve the work. This way, projects aren’t just finished—they keep getting better through ongoing sharing of ideas.

The team places equal weight on listening and adapting—valuing insights that highlight opportunities for improvement as much as those that affirm success. By embedding structured review processes into its workflows, Absolutely AI transforms feedback into actionable strategies, allowing campaigns and creative assets to evolve dynamically. This responsiveness not only strengthens client relationships but also reinforces the agency’s position as a partner invested in long-term impact rather than one-off outcomes.

In doing so, Absolutely AI demonstrates that innovation thrives not only on bold experimentation but also on humility—the willingness to learn, adjust, and grow in step with the needs of its global community.

Trust as the Foundation of Future Innovation

As artificial intelligence becomes increasingly woven into the fabric of business and culture, the agency views ethical responsibility as inseparable from innovation. Every project is guided by the belief that creativity must respect the rights, dignity, and expectations of the audiences it reaches.

The agency maintains a proactive stance, embedding clear governance frameworks into its operations and aligning with evolving global standards rather than waiting for regulation to dictate change. From client collaborations to experimental projects, the emphasis is on transparency—ensuring that processes, intentions, and outcomes are communicated openly.

Equally important is the human dimension. Absolutely AI recognizes that technology shapes perceptions, cultures, and even histories, and therefore approaches its work with sensitivity to context and impact. By weaving accountability into its creative fabric, the agency ensures that progress in AI storytelling is achieved responsibly, safeguarding both the integrity of the craft and the trust of the communities it serves.

The Shift toward Context-Aware AI

As the AI landscape continues to mature, the conversation is moving beyond novelty and into meaningful integration. One of the most significant trends is the rise of context-aware AI systems—tools that can understand nuance, intent, and cultural context with greater sophistication. This allows brands and creators to deliver experiences that feel more intuitive and human, while maintaining the efficiency of automation.

Another emerging development is the convergence of AI with immersive technologies such as augmented and virtual reality. This fusion is paving the way for dynamic storytelling formats where audiences are not just viewers but participants, blurring the line between content and experience.

A third defining trend is the growing emphasis on ethical and transparent AI use. As global regulators introduce clearer guidelines, agencies are being challenged to not only innovate but also demonstrate accountability in how data is used, how content is created, and how intellectual property is respected.

Finally, the industry is witnessing a surge in collaborative intelligence, where AI acts less as a standalone system and more as a partner in creative and strategic processes. This shift reinforces the idea that the future of AI is not about replacement but about symbiosis—humans and machines co-creating solutions that are more imaginative, inclusive, and impactful than either could achieve alone.

Absolutely AI: Redefining Creativity Through Human–Machine Collaboration

1. AI as a Creative Partner – Absolutely AI champions the idea that artificial intelligence amplifies human creativity rather than replacing it, reshaping storytelling into a more collaborative process.
2. From Experiment to Global Recognition – Founded in 2022, the agency’s breakthrough came when an AI-generated image won a global photography competition, establishing credibility and sparking worldwide conversation.
3. Innovation with Responsibility – By developing its own ethical frameworks and workflows, Absolutely AI ensures its projects balance creativity with compliance, trust, and cultural sensitivity.
4. Empowering Access to Creativity – Through initiatives like the AI Video Academy and global internships, the agency democratizes creative opportunities, dismantling geographical and structural barriers.
5. Pioneering the Future of AI Storytelling – From immersive collaborations like the NFL Super Bowl showcase to educational platforms and thought leadership, Absolutely AI continues to set new benchmarks for how brands, creators, and audiences experience digital content.