Technology7 min readDraft — under review
AI in Marketing: What Technology Can Do and What Creativity Still Needs
AI is brilliant at speed and volume. It's far less useful at deciding what's worth saying. A practical view.
AI tools have changed how marketing work gets done. Drafts happen faster, research is quicker and iteration is cheaper. That's genuinely useful — and we use these tools ourselves.
But speed isn't the same as originality. Used carelessly, AI produces marketing that looks and sounds like everyone else's, because it's trained on everyone else's.
Where AI genuinely helps
- Exploring a wide range of early ideas quickly
- Summarising research and audience feedback
- Producing first drafts to react against
- Resizing and adapting assets across formats
- Spotting patterns in campaign data
Where people still matter most
- Deciding what your brand stands for
- Understanding cultural context and nuance
- Knowing when an idea is right — and when it's just plausible
- Building trust with real customers
- Taking creative risks that haven't been done before
A sensible way to use it
Treat AI like a fast, tireless assistant — not a creative director. Let it widen the options; keep human judgement in charge of the choices. And be transparent with customers where it matters.
The point
Technology should make your brand more like itself, not more like the average. AI is a tool. Originality is the point.
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