Manta is no longer an ADFEST newbie. Here’s Manta’s final diary entry, summed up by her closing statement, “I feel curious and excited, even, about what AI and I can create together.”
As ADFEST 2026 comes to a close, I’ve come to realize one thing: for any industry to survive, adapt, and truly thrive, it needs a strong community behind it. It’s 360. Left, right, front, back, above and below. Especially in creativity, for work to really touch people and create impact, the effort doesn’t just happen in the creative room. It extends far beyond the agency and its client, into a much wider ecosystem.
In the first few days, I had the chance to witness the judging process. I saw submitted works being dissected and deliberated in the jury room with such depth, insight, and sharp perspective. Then, once the festival officially began, I sat through several talks and workshops that revealed just how much goes into the work we often see in seconds. From the use of AI tools to storytelling craft, emotional nuance, social media strategy, execution, and even the courage to push boundaries, everything is considered. At the same time, expectations are rising. Standards are getting higher, and brands are asking for more meaningful, more impactful solutions.
Award shows play a big role in that. They raise the bar. They bring people from different disciplines together to experience work they might not otherwise encounter. I noticed how festival-goers lingered in the halls, watching videos closely, studying each piece, clearly inspired and sometimes in awe. There’s a quiet kind of energy in those spaces, where people are learning without even realizing it.
I found myself wondering what conversations they’ll be having when they return to work on Monday. Maybe they’ll talk about the amazing Thai food, or the sunset over the ocean from Phra Tamnak Hill. Maybe they’ll compare which agencies won what, or catch up on the people they met over dinners and drinks. Or maybe they won’t talk about it much at all. But something has shifted. Even if just slightly, they’ve been changed in a way that makes them better at what they do. And that kind of experience is hard to put a value on.
The jury members, too, must have gone through something transformative. Some have been judging for years. Some are new to this role after spending their careers submitting work. And for others, this was their first ADFEST. What stands out about this industry is that it never gets dull. There is always something new to discover, something that challenges you, something that inspires you to think differently.
There’s a lot of talk about AI and technology replacing human jobs. It’s something many of us have felt uneasy about. I know I did. It is scary to think about machines taking over what we do, how we create, how we earn a living. But after spending a week at ADFEST 2026, my perspective has shifted.
I’m no longer afraid, or even doubtful. If anything, I feel curious and excited, even, about what AI and I can create together.
