What's New in Creative AI: Are you 'good' at AI, or just busy with it?

In this episode of What's New in Creative AI, Jules and Emma, co founders of Spark AI connect three threads: new research on what AI fluency actually looks like and how to measure it, hard data on where AI creates real commercial value for agencies (and where it doesn't), and a growing burnout problem that nobody's addressing properly. Plus updates on what's happening at Spark AI. What we cover:The 11-Point Fluency Check: How to measure if your team is actually skilled or just frequent users.The Valuation Hit: Why only 1 in 4 agencies have updated their contracts - and how that’s giving acquirers a negotiation lever to lower your multiple.The Exhaustion Paradox: Why AI is saving time but leaving teams more tired than ever (The "workslop" cycle).All the links we refer to in the pod: Spark AI news and servicesAI Accelerator:https://www.wearespark.ai/ai-acceleratorBook: Shift – AI for Agencies:https://www.amazon.co.uk/Shift-Agencies-adoption-operating-transformation/dp/1915483161Subscribe to the Spark Intelligence Newsletter:https://spark-intelligence.beehiiv.com/subscribeFuture of Skills & Hiring Report:https://www.wearespark.ai/future-of-skills-hiring-ai-agenciesJules LinkedIn: https://www.linkedin.com/in/juleslove/Emma LinkedIn: https://www.linkedin.com/in/emmawhartonlove/Section 1: AI FluencyAnthropic’s AI Fluency Index Research:https://www.anthropic.com/news/ai-fluency-indexEthan Mollick’s One Useful Thing:https://www.oneusefulthing.org/Section 2: AI & agency commercials and performanceWebinar: AI Strategy, Profit, and M&A with Rory Spence:https://www.wearespark.ai/ai-strategy-agencies-2026-profit-m-aThe Wow Company:https://www.thewowcompany.com/Section 3: AI BurnoutHBR: AI Doesn't Reduce Work – It Intensifies It:https://hbr.org/2026/02/ai-doesnt-reduce-work-it-intensifies-it