I guess I'm used to seeing the english language being mangled by corp-speak but "creative" as a noun that doesn't even refer to a "creative" person (which also feels like a recent addition) really grates!

I had the same reaction, and checked dictionary.com.

This new meaning was there, with its only example relating to AI ads!

2. material made for advertising and other aspects of marketing, as a billboard, video ad, or web page design, or the activity of designing and producing it.

"In our latest campaign for a luxury services client, we used an AI platform to fine-tune creative based on user behavior."

Did AI make up this variant meaning and put it in the dictionary, and AI used the word in generating Google's article? What came first, the chicken or the egg? Regardless things are moving fast.

I thought "a creative" was the person who designs adverts, but I guess it's acting as a good filter, to filter out people like me, because I'm clearly not the target audience for this.

My ask is that we not use creative as a noun