BEYOND 360 CEO Pyit Sone Oo was recently featured by The Drum as part of its Judge of the Day series.

As a judge for The Drum Awards Festival 2026, Pyit shared his thoughts on creativity, human emotion and the growing role of AI in advertising.

Human Emotion Still Matters

AI is changing how the creative industry works. Today, technology can generate ideas and produce polished answers faster than ever.

But what makes great creative work stand out?

For Pyit, the answer is still human emotion.

Great creativity starts with understanding people. It means understanding how they think, what they feel and what genuinely connects with them.

Technology can support that process. However, human judgment and empathy remain difficult to replace.

Creativity Beyond Technology

In his conversation with The Drum, Pyit also discusses the creative process and the importance of listening.

He shares his thoughts on developing ideas, selling creative work and staying connected to the people behind every brief.

These skills are becoming even more important as AI becomes part of everyday creative work.

At BEYOND 360, we share the same belief. As we bring branding, marketing and technology together, technology helps us work smarter. But human understanding remains at the heart of the work we create.

Read the Full Feature on The Drum

Discover Pyit Sone Oo’s full Judge of the Day feature and his thoughts on creativity, AI and the future of advertising.
Judge of the day: Pyit Sone Oo says human emotion still wins in an ocean of correct answers