Photo by Joel & Jasmin Førestbird on Unsplash
Here’s what EC had to say:
“Absolutely. And it’s not just leaders, it’s everyone. But let’s stop pretending burnout is just seasonal. The pressure is relentless. And now, with AI in the mix, the pace has gone from fast to feral.
AI was meant to lighten the load. Automate the grunt work. Free us up to lead, and think more. But for many, it’s just accelerated expectation. More briefs. More output. Less space. No one’s automated empathy, or made time for reflection. We’re asking leaders to go faster, deliver more, and somehow stay human while doing it.
The thing is, people don’t do their best work when they’re tethered to a laptop, stuck in back-to-back meetings and drowning in deliverables. We need freedom. Balance. Space to think, feel, reset. And that’s not a seasonal perk, it’s how sustainable leadership survives.
At The Liberty Guild, we sell ideas. Crafted by humans. And we use AI to execute smarter, faster, and more cost effectively. AI’s a brilliant tool, but it can’t lead. And if our wonderful industry wants to keep its best minds, we need to stop treating wellbeing like a one-week campaign and start designing leadership for the long haul.
You can read Georgie Morton’s full article here: https://www.creativebrief.com/bite/thought-leadership/how-to-better-support-teams-to-navigate-seasonal-overwhelm?paywall=1. It was first published in BITE December 2025.
