"On the media side, it's a gift: optimization at scale, smarter targeting, real-time reporting. It's the stuff that used to eat entire departments for breakfast, now handled in seconds. But when we let it run the creative floor, that's where things get messy,"
"AI creativity isn't really creative, it's a remix. Even the best covers don't hold a candle to the OG. Let humans do the bit we're actually brilliant at: unpredictable, lateral, sometimes infuriating but often electrifying creativity."
"Performance marketing might give you the short-term spike, but it's a race we'll eventually lose. The second a competitor cracks the algorithm faster or simply outbids you, the gains disappear. That's why long-term brand building matters."
AI excels at media tasks through optimization at scale, smarter targeting, and real-time reporting, replacing laborious manual processes. AI-generated outputs tend to remix existing ideas and lack the unpredictable, lateral thinking that produces genuinely original creative work. Human creatives deliver the electrifying originality that drives memorable campaigns. Performance marketing produces short-term spikes but is vulnerable to competitors and algorithmic changes, making gains transient. Long-term brand building produces durable value and resilience. Cultural relevance requires authentic purpose to avoid opportunistic gestures that erode credibility. Excessive cost-cutting damages creative capacity and long-term advertising effectiveness.
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