This year’s Digital Creative Competition is all about man versus machine.

AI is having an ever-greater impact on creative processes. But where does that leave us humans in all this?

We look ahead to the competition with Maira Evers, founder of the creative agency Gardeners and chair of the DCC 2026 judging panel.

What does she expect from the entries? How does she view the rise of AI from Gardeners’ perspective? And why does she believe that human influence remains indispensable when developing creative, distinctive ideas?

Gardeners is one of the Netherlands’ leading creative agencies. Maira and her team work for a diverse range of brands that want to make a positive difference in the world. The agency works for clients including Triodos Bank, Natuurhuisje (with the OOH campaign ‘Don’t fly, just land’), No Waste Army and other brands. Their work is characterised by creativity that not only attracts attention, but also genuinely moves people and inspires them to take action.

Of course, Maira has noticed that the creative profession is changing under the influence of technology. Yet she is not pessimistic about the balance between humans and machines.

“AI can help us optimise and streamline processes, amongst other things, but technology lacks wonder, intuition or personal experience: that genuine human touch. It is precisely there that ideas arise which truly move people, amaze them and inspire them to take action. Machines can do a lot, but it is people who determine why an idea matters.” Furthermore, as a do good agency, how we use AI is also a matter of sustainability; we try to use AI in a very targeted way and carefully consider when it is appropriate and when it is not. Our clients also consider this to be very important.

Maira hopes to see that human touch reflected in the entries for the DCC as well. Not technology for technology’s sake, but ideas in which creativity and digital possibilities reinforce one another.

Who will make the biggest impression on the jury this year? And which idea will take gold in the Commercial or Not-for-profit category?

The deadline for entries is Friday 28 August at 12 noon. So: put your idea down on paper and submit it quickly.