Don’t be afrAId…
AI has long been painted as a looming threat to creativity—an unstoppable rise of robotic automation destined to replace human ingenuity.
And with all the recent noise around DeepSeek – which is designed to process faster, using fewer resources and at a lower cost compared to other models including ChatGPT – the debate around whether AI is the marketer’s friend or foe, is only going to become even more heated.
However, keeping with the painting theme, Adland legend Sir John Hegarty recently likened AI’s development to the invention of the paintbrush, stating that
“…five thousand years ago, it was the most advanced form of technology available.”
A form of technology that led to the creation of such works as ‘The Mona Lisa’, Van Gogh’s ‘The Starry Night’ and Munch’s ‘The Scream’ to name but a few.
By this measure, we should embrace AI as a powerful and versatile tool that when correctly utilised can make marketing budgets go further – maximising impact without sacrificing originality.
But like a bunch of tightly bound bristles liberally loaded with burnt umber, AI only really produces the goods when placed in the right hands, with the right creative mind to steer it.
Sales still need soul
So why can’t we just leave marketing to the machines? Because left to its own devices, AI would likely produce soulless, generic campaigns devoid of emotional resonance.
There’s no denying AI’s power to analyse huge amounts of data in real time – optimising ad placements, predicting consumer behaviours and accurately identifying the right audience and channels, which in turn can significantly reduce wasted ad spend.
But turning these insights and information into compelling, disruptive campaigns that capture hearts and minds still requires the human touch. As Dale Carnegie – author of How to Win Friends and Influence People – famously put it:
“People buy from people”. Real types, not tech.
So, while AI can be the creative’s loyal co-pilot – capable of analysing historical campaign performance, suggesting content variations and even generating concepts, copy and visuals – only a human can infuse these ideas with personality, emotional depth, and originality.
Go drum up a decent image with DALL-E. Ask Gemini to generate a few headline options. Or set SORA off creating short-form video for use on social. The bottom line is that it still takes a creative mind and a good dollop of gut instinct to know what will cut through the noise.
Think “Game Changer” not “Game Over”
When Macs first started appearing in agencies in the late 1980s, they were met with a mixture of scepticism and excitement. But over time, their introduction proved to be a game-changer.
So why should the integration of AI within the industry be any different? AI has already proven its effectiveness in streamlining workflows, speeding up processes, eliminating inefficiencies and allowing creative minds to focus on what they do best.
Whether it’s personalising customer journeys at scale or fine-tuning messaging to suit different demographics, AI supercharges marketing strategies, making them more cost-effective without compromising creativity or integrity.
Rather than fearing AI as a budget-slashing, job-killing machine, we marketers must learn to live, work, collaborate and thrive with it. Just keep those creative hands on the wheel and watch the marketing budget go further.
Leaving the last word to Sir John: “Technology and creativity work in concert. And they tend to have a positive relationship.”
If you’d like to know more about how Cairn can harness the power of AI to benefit your brand, please get in touch.
