The world of 2025 was marked by a series of unexpected twists and turns. Amidst the chaos, one thing became clear: the creative industry is evolving at an unprecedented pace. As New Business Director at GMP&U and Academy Director at GMP Academy, Octavian Gheorghe has witnessed firsthand the impact of AI on the industry. In an exclusive interview, he shares his insights on the most significant trends and lessons learned from the past year.
## A Year of Spike-Ups and Challenges
2025 was a year of unpredictability, with highs and lows that tested the industry’s resilience. ‘I was expecting a more predictable year,’ Octavian says. ‘But 2025 came with its own set of challenges and surprises, both positive and negative.’ The year saw a surge in AI adoption, with many agencies exploring its potential. However, this also sparked concerns about job security and the impact on human creativity.
## The Power of AI: A Double-Edged Sword
AI has been a game-changer for the industry, but it’s not without its risks. ‘If AI becomes AGI and surpasses human intelligence, it will leave the planet,’ Octavian warns. ‘It won’t care about taking our jobs.’ While AI has brought many benefits, it’s essential to recognize its limitations and potential consequences. Octavian emphasizes the importance of human creativity and the need for agencies to focus on what AI can’t do.
## Industry Trends and Insights
The past year has seen a significant shift in the industry’s focus. ‘The contract rate has gone down, and there’s been a focus on budgets,’ Octavian notes. ‘However, the industry has also shown a remarkable adaptability, which is essential for its survival.’ Other key trends include the rise of digital spend, programmatic advertising, and the growing importance of social media and video content.
## Looking Ahead to 2026
As Octavian prepares to leave GMP&U after 12 years, he’s excited about the future. ‘I’ll be focusing on personal branding, social media, and AI,’ he reveals. ‘The industry is poised for significant growth, and I’m eager to contribute to its evolution.’ With his unique perspective and expertise, Octavian is well-positioned to shape the future of the creative industry.
## Lessons Learned and Takeaways
Throughout the past year, Octavian has learned valuable lessons about the importance of adaptability, creativity, and human connection. ‘The most significant takeaway is the need for assumption and courage,’ he emphasizes. ‘As agencies, we must be willing to take risks and challenge the status quo to stay ahead of the curve.’
