"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," she says."
"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."
"Too many brands leap onto cultural moments or causes because they feel they should, not because they have any right to be there. That's how you end up with rainbow logos in June, and fists with manicured nails in March, or worse: climate pledges that don't survive the first audit. The brands that stay relevant over time aren't the ones that show up everywhere; they'"
AI adds clear value on the media side through optimization at scale, smarter targeting, and real-time reporting, replacing laborious manual tasks. Over-reliance on AI dulls originality because AI creativity is remix-based and cannot replicate genuinely original human ideas. Humans produce unpredictable, lateral, and electrifying creative work that AI struggles to emulate. Performance marketing delivers short-term spikes but is vulnerable to competitors who optimize algorithms or outbid. Long-term brand building delivers sustained advantage. Cultural relevance requires authentic purpose alignment; opportunistic participation in moments or causes leads to inauthentic gestures and failed commitments. Cost-cutting undermines advertising effectiveness and is a silent killer of impactful work.
Read at The Drum
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