Recently, our very own Adam Sherlock, Corey R., and Rebecca Darley shared why the secret sauce to unforgettable events isn’t found in algorithms alone—but in human imagination, playfulness, and creativity.
When you try to narrow down what makes a great event, words like connection, excitement and creativity spring to mind.
But what about fun? When we really gave it some thought, it seemed to us that fun—or more specifically, playfulness—is a crucial yet often overlooked element of what makes an event memorable for all the right reasons. When used well, it has transformative potential, turning a run-of-the-mill experience into something truly unforgettable.
Playfulness can be a powerful tool. But, speaking of powerful tools, how does it fit in with the biggest buzzword on everyone’s lips right now?
We’re talking, of course, about AI.
As a word, ‘play’ is difficult to neatly define precisely because it encompasses so many different activities, contexts and purposes. So, rather than us sit here and try, we’ll go straight to the experts.
Peter Gray, Professor of Psychology at Boston College, argues that ‘play’ has four defining characteristics:
It’s easy to see the connections between AI and those first three characteristics in particular:
But it’s that fourth point we really want to home in on. Can AI replicate the creativity and imagination of the human brain when it comes to playfulness?
We’d argue that, no, it can’t.
Back to events—or more specifically, great events. Think back to your last memorable exhibition: Was it the tech alone that made it stand out, or was it something more personal and unexpected? Often, it’s a clever idea dreamed up by someone who understands what genuinely resonates with people.
Take our stand for Sage at Accountex. The idea for our centrepiece (a GIANT umbrella, representing the uniting of their brands under one… well, umbrella) came straight from our very own brains. It was human imagination that sparked the idea, and human graft that delivered a quirky, fun and inviting experience that attendees simply couldn’t resist snapping a picture of.
Sure, we could have used AI to help generate a similar concept, but it’d have been nowhere near as good. Aside from the sheer scale of the thing, it was the subtle human understanding of humour, context and emotional connection that made it such a talking point.
That’s the thing with AI. It supports, but it doesn’t create. At least, not in the same way that we do.
What AI does really well is amplify human ideas. It also helps boost efficiency in the planning stages—things like rapid idea generation, fast visualisation, and predictive analytics are invaluable when it comes to streamlining our processes.
Crucially, the more streamlined our processes, the more time we have to push creative boundaries.
It’s a collaborative relationship, not a competitive one. The best event ideas, the ones that spark laughter, delight and connection, will always need a human touch. No amount of algorithmic planning alone can generate the genuine buzz of good, old-fashioned fun.
So, where does this leave us?
AI undoubtedly offers exciting new possibilities for event planning, helping us refine and execute our playful, creative ideas. But it’s authentic, spontaneous human interactions that create the real power of play at events. While AI is a valuable assistant, it’s never the star of the show.
At Outlook Creative, we believe in playful partnerships—human imagination, supported by smart AI. The future belongs to those who can harness AI’s strengths while never losing sight of what makes events truly unforgettable: creativity and human connection.
After all, you can programme AI, but you can’t programme genuine fun.
Now, excuse me while I go and ask ChatGPT how to fix my boiler.
Feeling inspired? Let’s bring some FUN to your next project. Get in touch to see how we can collaborate.
Introducing INSIDE/OUT: a new series offering a unique peek inside Outlook Creative’s extensive capabilities. In a nutshell, it’s all the ways we deliver on our brand promise to make a measurable difference for you.
You won’t find much fancy agency talk here—just pure skills and passion.
We believe design is everywhere. That’s why episode 3 of INSIDE/OUT drops you right into our Design team’s world.
No fluff. No guff. Just a dedicated team of designers making magic happen.
Enjoy the show—and keep an eye out for more episodes coming your way soon. 👀
Want to find out how our designers can sprinkle come magic on your next project? Reach out.
Sarah Skates is stepping up as our Interim Operations Manager, bringing her years of expertise to the role. Not that we’re surprised – she’s been improving us since day one.
As Adam Sherlock our Joint MD put it: “Having Sarah on our team makes it a better place to be.”
Skates considers herself the ultimate connoisseur of life’s finest blend of family, friends, and fermented grapes. When she’s not in the office, you can find her rocking out at live gigs with the sort of enthusiasm she reserves for a well-poured glass of merlot.
“Few people know Outlook Creative better than Sarah, and we value her expertise and knowledge.”
John Lloyd, Joint Managing Director
“Having worked with Sarah for many years, it’s great to see her embracing new challenges with such a positive attitude. There’s no doubt that having Sarah on our team makes it a better place to be! Thank you, Sarah, for everything you do”
Adam Sherlock, Joint Managing Director
Introducing INSIDE/OUT: a new series offering a unique peek inside Outlook Creative’s extensive capabilities. In a nutshell, it’s all the ways we deliver on our brand promise to make a measurable difference for you.
You won’t find much fancy agency talk here—just pure skills and passion.
So, what happens when you blend trust and flexibility with a dash of creative problem-solving? You get Outlook Creative’s Client Services team. Are you curious about how they do it? Tune in to Episode 2 of INSIDE/OUT: All about the client.
Enjoy the show—and keep an eye out for more episodes coming your way soon. 👀
Congratulations Corey Richards on your promotion to: Content Manager
Corey jokes about being the unofficial third member of the Chuckle Brothers—a ‘Chuckle Friend.’ He loves gardening, his fluffy dog, Pickle, and has a soft spot for ankle bashers. An ambivert at heart, he enjoys the idea of being around people.
“Corey is a unique individual who brings humour, collaboration, and a holistic view to each project he works on. Seeing Corey develop and thrive during his time here at Outlook is something we are all very proud of. This next step offers a real opportunity for Corey to stamp his authority on our approach and continue to progress.”
Adam Sherlock, Joint Managing Director
“Corey’s creative skills have grown exponentially since joining the marketing team. This promotion reflects his steadfast commitment to collaborating with everyone in the business to express Outlook Creative’s fantastic work and culture.”
Andrew Dymock, Former Marketing & Communications Director
Congratulations Hema Mistry on your promotion to: Senior Designer
Hema is a huge fan of tigers and travel enthusiast who is constantly looking for the next cheapest city break… If she’s not searching for the next quirky food hall, Hema can be found tattooing herself up with the latest henna tattoos!
“Hema’s positive attitude, approach, and willingness to collaborate along with creating great work has led to this promotion. It is well deserved, and we look forward to the next chapter in Hema’s career here at Outlook.”
Adam Sherlock, Joint Managing Director
“We are delighted to recognise the progression Hema has made over many years working at Outlook and in line with the quality of Hems work and her positive feedback from clients and colleagues, this is a promotion very much deserved!”
Jason Farmer, Director of Design & Digital
Introducing INSIDE/OUT: a new series offering a unique peek inside Outlook Creative’s extensive capabilities. In a nutshell, it’s all the ways we deliver on our brand promise to make a measurable difference for you.
You won’t find much fancy agency talk here—just pure skills and passion.
Episode one: Meet our Film team.
A brand isn’t just a logo—it’s the heartbeat of a company. It’s a promise made, a story told, and a journey embarked. And when it came time to unveil our new brand identity, we didn’t just throw a party—we ignited a spark that lit up the room and set our team on fire with excitement!
Picture this: anticipation buzzing in the air, hearts pounding with excitement, and then…the big reveal! Our brand had undergone a stunning transformation—bold, vibrant, and unmistakably us.
But the magic didn’t stop there. Our event wasn’t just about the visuals or the merch—it was about the people behind the scenes who poured their passion and creativity into every detail. Every team member played a crucial role in making our brand identity launch successful.
Ultimately, our brand identity launch event wasn’t just about unveiling a new look—it was about igniting a spark of excitement and possibility that would fuel us on our journey forward. And as we continue to write the next chapter of our story, we do so with hearts full of passion, purpose, and endless optimism. There are lots of pictures we will be sharing on social media. Here are a few of them.
