It’s widely believed that data and AI have taken over the creative industry, and that it has come to a point where we’ve begun to overlook one of our most powerful human tools: intuition.
At ADFEST 2026, GUT Singapore’s Managing Director, Asia, Jessica Davey, and Creative Director, Meyvi Wedelia, shared their distinct perspective on the power of intuition — and what it means for the future of the creative industry.
Intuition as a cultural bridge
Diversity — expressed through language and lived practices — defines the Asia-Pacific region. While data can detect patterns, it cannot always interpret rituals.
Jessica and Meyvi argue that intuition isn’t just a “feeling,” but a necessary tool for navigating deep cultural nuances that no algorithm can truly grasp.
“I think intuition and gut are not even optional anymore, but it is like [a] fundamental thing that bridges what data and algorithms can tell you,” Meyvi said.
Finding ‘quiet beauty’ in the overlooked
Later in the talk, the two creatives used Corona’s “Impossible Plants” campaign as a reference to reveal how intuition allows creators to find poetic symbols in data points that others might see as purely clinical, such as the 98% Vitamin D deficiency in Japan.
Since many people have limited sun exposure due to a culture of overwork and time spent mostly indoors, the brand committed to finding a way to reconnect people with nature. They found a symbol hidden in plain sight: “natural rebels,” or plants that force their way through cracks in the city to find the sun.
Through this campaign, GUT and Corona told a story of resilience and connection.
“Understanding the cultural nuance is what fills in that gap. That cultural nuance is what led us into this execution of finding a poetic symbol,” Meyvi explained.
Transforming negative sentiment into brand bravery
Algorithms and traditional data analysis often suggest moving away from negative sentiment to protect a brand.
However, intuition allows creators to see “haters” as a proof point, turning extreme negativity into a successful campaign, as seen in the “MayoHaters” campaign for Kraft.
By embracing mayonnaise’s “divisive” reputation, they turned its detractors into the punchline — and the product into a win. Taste testers who claimed to despise mayo did not realize they were actually enjoying a plant-based alternative until the reveal.
Humanity as the ‘plus’ in an evolving industry
Reflecting on the history of the industry — from print to television to the internet — Jessica and Meyvi emphasized that while the medium changes, the human element remains constant.
Evolution isn’t about technology replacing creators; it is about creators using technology to enhance their innate human tools.
“I guarantee that there is not a prompt, a platform, or a piece of tech that will replace your brain, your heart, and your gut,” Jessica said. “And when you bring those things to your work, that is what makes us Human+.”
By reclaiming one’s gut as a primary tool, creators can bridge the gap between efficiency and true emotional resonance. The future of the industry does not belong to machines alone, but to the creatives who use technology to amplify the nuance, humor, and cultural depth that only intuition can provide.
adobo Magazine is an official media partner of ADFEST 2026.
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