"As tools like ChatGPT and Claude embed deeper into the work of agency execs and freelancers, more strategy practitioners are finding that the predictability of their responses is putting a lid on productivity gains."
"Zoe Scaman, the founder of strategy studio Bodacious, puts the tools to use for research, document analysis, and as a sounding board for ideas. 'Claude is basically my second brain,' she said."
"At creative agency Zeal, chief strategy officer Lorna Hawtin said the team uses a 'Banging Brief Bot' designed within Claude to critique strategy briefs against the company's house style."
"'We've taken the stabilizers off. We're using [AI] for fact finding, cultural deep dives... [and] semiotic analysis,' she said."
The rise of generative AI in marketing has led to a sameness problem, limiting productivity gains for strategists. As AI tools like ChatGPT become commonplace, ad executives are questioning their value and originality. Many strategists, such as Zoe Scaman, utilize AI for research and idea generation, while others, like Lorna Hawtin, employ custom AI bots for critique and analysis. The challenge remains to find ways to maintain creativity and uniqueness in a landscape increasingly dominated by AI-generated content.
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