Perspectives

The people of Huge are all leaders in their own right. Each day they’re uncovering the trends and ideas that shape the future of digital experiences and business growth.

Thinkers.
Makers.
Innovators.

Synthetic customers work. But accuracy comes from infrastructure, not the AI model.

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Why Synthetic Data Fails Without Cross-Domain Validation

The future of strategic research is tied to thoughtful AI integration. By coupling generalized AI platforms with domain specific tools, we can scale research efficiency and access while driving profoundly more impactful strategy.

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Research in the AI Era: Navigating Our “iPhone Moment”

Sustainable wealth in tech is built the same way tech debt is: one decision at a time. It starts when a CEO treats technology as a peer to marketing; not a necessary evil to be managed down.

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Tech Debt Is Why You’re Losing the AI Race.

Tech Wealth Is How You Win It.

Before anyone files this under AI backlash: the author builds with these tools for a living, and considers himself the biggest AI advocate. This piece is about using AI the right way (and "bullshit" is the technical term).

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AI is Making You Defend Bullshit

Different styles, same values. But underneath it all, a lasting partnership between tech and creative built on the same obsession with craft and clients.

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Makers #10: Jim Tattersall and Andy Jackson

An approach to apply the same compositional logic that Atomic Design gave to UI components to semantic content objects. 

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Content Strategy as Structural Infrastructure

The future of creativity will not come from humans or machines alone, but from the harmony between the two: technology accelerating craft, while people continue to provide the judgement, taste and emotional truth that machines cannot.

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Anyone Can Make. Few Have Anything to Say.

Playfulness and curiosity aren't soft skills. They're the engine behind some of the best creative work. Design Director Yolanda and Motion Director Roger have made them central to how they grow.


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Makers #9: Yolanda Lam and Roger Young

AI isn't asking designers to learn new tools. It's asking us to remember the restless, irreverent instinct we had before the industry taught us to stay in our lane.

The Rules Were Always Temporary

For this strategy and design duo, the “design jam” provides the space to solve for the long-term. It’s here that Kima and Tyler bridge the gap for today’s shopper and the future of self-expression, ensuring that brands remain relevant across every digital touchpoint for years to come. 

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Makers #8: Kima Sargsyan and Tyler Kracht

Why underutilized technology, not missing technology, is the real growth gap in B2B.

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Unlocking the Value of the Martech Stack You Already Own


How a structural shift turned AI evaluation from a solo engineering effort into a team-wide discipline. Not because other expertise isn't needed, but because the process was never built to bring it in.

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Why I Stopped Evaluating AI Quality Alone 

Emily and Jon may focus on different areas but, at the core, they’re two sides of the same coin, blending art and science to create something exceptional. 

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Makers #7: Emily Wengert and Jon Hackett

A conversation with three experts from our AI Product Strategy team on what 2026 will bring and what the brands should do about it.

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What Will AI Bring in 2026?

Last year, these two creatives had a problem to solve: how could AI bring different disciplines together, while still raising the bar for detail and creative thinking? The answer was Make.exe, the first-ever GenAI creative battle.

Makers #6: Eric Vienna & Mike Martin

Makers #6: Eric Vienna and Mike Martin

What if AI’s efficiency gains could buy us back the time we’ve always needed? More research. More iteration. More space to think. The technology might be artificial, but the outcome could be our most human-centered work yet.

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Making Design More Human with AI

Will Google dethrone OpenAI? Will GEO kill the ads? What will AI shopping mean for brands? Here's what our experts had to say.

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What Will AI Bring in 2026? 

In a market characterized by an oversaturation of new titles, sluggish post-pandemic growth, and escalating production costs, adapting to today’s landscape will be critical for new titles to break through.

The New Video Game Marketing Playbook

Our newly appointed CEO and Chief Client Officer, Josh and Lauren bring a decade-plus-long business and creative partnership that has survived mergers, different titles and roles, and a few defining eras in the agency world. This is the dynamic duo’s story of navigating industry change as well as personal and professional transformation.

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Makers #5: Josh Campo and Lauren DeGeorge

When discovery becomes a decision: building for the moment AI chooses.


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Discoverability In the Age of Intention

Navigating the shift from community discovery to algorithmic identity construction.

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Identity as Algorithm: The New Battlefield for Brand Relevance

A shared belief on pushing boundaries launched a two-decade partnership for these two creatives, and has helped them turn their natural tension between complexity and clarity into a formula for success. 

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Makers #4: Ken Frederick and Michael Lin

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Transforming Content in the Age of AI

An interview with our creative technologist, winner of the 2025 Creativepool Next Gen Talent of the Year award.

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Kurt Lorey on Blending Creativity and Technology to Shape the Future of Interactive Storytelling

A conversation on IX with Chidi Achara for Opticon 2025. 

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Designing Desire: How Intelligent Experiences Win Hearts

Static personas don’t cut it anymore. In healthcare, lives depend on anticipating real human behavior, not abstract averages. Our Intelligent Twins give providers a way to see the journey as patients actually live it, with a level of honesty and fidelity that static methods can’t match.

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Intelligent Twins in Healthcare

Why smart strategy beats shiny tools every time.

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AI That Works

How to turn information hubs into experience platforms.

The Role of Websites in AI Era

The Role of Websites in the AI Era

A revolutionary solution that enables leaders to understand and influence the customer journey like never before.

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Intelligent Twins: Unlocking the Future of Intelligent Experiences

Eyeballs won’t be enough in the new economic order. You’ll need Intelligent Experiences.

Hero Perspectives: From Attention to Intention

From Attention to Intention

Websites aren’t dying. They’re just getting a new class of “users.”

[Hero Image] A Marketers Guide to SEO for LLMs

A Marketer’s Guide to SEO for LLMs

Our MD, Global Head of UX Design and Experience Design discussed the biggest transformative shift in technology and why it’s behind the creation of our Intelligent Experiences approach.

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Kieron Leppard at Webflow 2024: The Future of Experience

In the era of GenAI-powered conversational experiences, it’s time to retire this tired and maligned word. But what should we call these experiences instead? And how can we ensure they’re not confused for chatbots of old?

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Death to Chatbots

By building mutual trust and respect for their respective skills and creative backgrounds, Tradd and Taylor have found a way to blur the line between their disciplines that unlocks powerful insights for clients. A strategist and data analyst working this way, they say, may well be the copywriter-and-creative duo of this era.

Highlight - Makers #3: Tradd Salvo & Taylor Smith

Makers #3: Tradd Salvo & Taylor Smith

While designers all over the world are busy exploring the possibilities of each new image-generating AI model, our Experience Design Lead puts the emphasis on drawing by hand—a practice that can make the creative process more inclusive, speed up iterations of designs, and kick-start AI-based creative flows.

Hero - Perspectives: The Magic of Drawing by Hand in the GenAI Era

The Magic of Drawing by Hand in the GenAI Era

In the last decade, the video game industry has seen a shift from physical releases to the online marketplace. This, along with other developments, has created a “patient buyer” of video games willing to wait after the release date before investing in them. But have publishers fully caught up with this trend and its possibilities for an extended sales cycle?

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The Rise of the Patient Buyer (and New Marketing Opportunities) in Video Gaming

Working to improve the digital experience at Planet Fitness, our Group Creative Director and VP of Strategy forged a winning partnership. In the process, they discovered new ways of working and realized the importance of visualizing value for the client.

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Makers #1: 
Cavan Huang & André Souza

When they were first paired to work on McDonald’s, Nour and Michael lived in different parts of the country and had never been on the same project. Soon they were learning from each other and finding new ways of working.

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Makers #2: Michael Tokoph & Nour Tabet

Generative AI has far more to offer than generic text, image, and code generation. It has the potential to completely reinvent digital experiences. For it to pay off on its promise, however, designers and developers will have to undertake a fundamental mindset shift. They will need to experiment and break down our current mental models in order to invent the future.

Hero - Perspectives: From Builders to Gardeners: The Road to Real-Time UIs

From Builders to Gardeners: The Road to Real-Time UIs

The increasing speed of culture in a digital world keeps driving aesthetics, brands and experiences towards uniformity — a “sea of sameness” with a very real financial cost. In the quest for differentiation, creativity is not just an asset. It’s a necessity.

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The Cost of a Boring Experience

The UX of emerging AI is unresolved. But the groundwork for transformation is being laid already. Here’s how we see this playing out.

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CES 2024: How AI Will Change the User Experience

In the eighth version of the event, leaders in AI agreed on a few common themes—starting with the inevitability of adoption plans for all organizations. “We will never have the perfect data,” said a panelist. “Take something and start somewhere.”

Perspectives

Thinkers. Makers. Innovators.