There’s no shortage of noise around AI and creativity right now. Everywhere you look, people are either heralding it as the death of originality or the beginning of a golden age for content. I think the truth is somewhere in between and far more interesting.
AI isn’t a threat to creativity. It’s a tool. And like any good tool, it depends on the hand that wields it.
In our world of professional marketing where brand, strategy, and creative integrity matter deeply, AI doesn’t lead the work. It supports it. It helps us think broader, faster, and sometimes differently. But it never replaces the judgment, the taste, or the experience of a great team doing great work.
In my house, craft still comes first
Creativity is part instinct and a lot of graft. It’s collaborative, sometimes chaotic, often brilliant. Our best work comes from conversations, sharp thinking, the occasional U-turn, and a relentless belief in storytelling that moves people.
So where does AI fit into that?
It gives us time back, not ideas forward. It’s riding shotgun, calling out turns on Google maps and occasionally saying “what if we take the next left?”
So, when we talk about AI in our workflow, we should be talking about where it can genuinely help at the messy, human, unpredictable heart of the creative process. We’re not automating the work. We’re augmenting it. Adding a little rocket fuel to the early stages and tidying the tail end. This frees up space in the middle to think, question, iterate.
Our workflow should typically start with strategy; understanding the audience, the brand, the message. Then comes concept development, copywriting, design, production, iteration, delivery. AI can play a role at every stage, if you let it, but in a way that amplifies your thinking rather than overriding it.
Here’s what that looks like in practice:
- Research synthesis to condense large volumes of customer insights and trend data into something more digestible.
- Creative exploration to generate content directions, visual references, or tonal experiments.
- Collating ideas after a brainstorm and distil the noise into clear creative territories or pillars.
- Building drafts to speed up the first 10%, giving us a structure we can then layer with human craft and creativity.
None of these tasks are groundbreaking on their own. But they compound. They save us hours, they sharpen our focus, and most importantly, they give us back time to think more deeply and creatively.
Augment, Don’t Automate
For me, the key word in all of this is augment. The best creative ideas often come from unusual connections – correlating insights, reframing a brief, spotting a pattern no one else sees.
AI helps with that. It can scan wider than we can. It can cross-reference data we wouldn’t think to combine. It can spot a shape in the fog before we do. That doesn’t mean it delivers finished ideas, but it does open doors.
Too often, I see people resisting AI because they think it flattens originality. And yes, if you ask it to do the whole job, you’ll get generic results. But if you use it like a sketchpad or a helpful mate, it becomes an incredibly useful part of the workflow.
Think of it like working with a junior team member who’s tireless, fast, and full of leftfield ideas. They trigger something better. And sometimes, they take you somewhere you’d never have gone on your own.
Keeping the Sacred, Sacred
We should be very clear on the core of what we do and that our strategy, our creative intent, our brand guardianship all remains human. We shouldn’t outsource the thinking. We shouldn’t chase shortcuts that compromise the integrity of the work. And we should never, ever let a tool dictate the tone or the message of a brand we’ve been trusted to tell stories for.
What AI gives us is space. Breathing room. Efficiency. It handles the parts of the process that don’t need a soul, so we can pour more of ours into the parts that do.
That means more time developing ideas. More time crafting language. More time listening to a client’s brand voice and making sure it shows up with strength and authenticity in every execution.
Tools Are Irrelevant – It’s the Mindset That Matters
You’ll notice I haven’t named a single AI platform or tool in this article. The tools will continue to change. New ones will come along next week, and the week after that. Some will stick, some won’t, so we experiment constantly. This mindset matters more than the mechanics. We should treat AI like a team member with some limitations: useful, fast, idea-generating, but ultimately reliant on human direction and taste.
It’s not a replacement. It’s not a threat. It’s just another part of the workflow like Photoshop, Final Cut, or PowerPoint. If you give it clear inputs and strong guidance, it can help you get to better outputs. If you don’t, it creates clutter.
The Future: More Custom, More Seamless, Still Human
Where do I see all this going? Over time, I think we’ll see more custom, brand-specific AI tools. Agents trained on a brand’s voice, visual style, customer data. Tools that can help teams stay consistent across scale, channels, and geographies.
That’s exciting. But again, it’s only useful if the people using it know what good looks like.
My approach will remain the same: use AI to experiment, to augment, to find efficiencies. Use it to stretch thinking, not replace it. And always keep the sacred things – your strategy, your creative vision, your brand integrity – exactly where they belong: in human hands.
Final Word: Trust Your Taste, Use the Tools
In the end, creativity isn’t about who has the best tools. It’s about who has the best taste. The best instincts. The clearest understanding of what makes a story land, and a message resonate.
AI can help you get there faster. But it can’t tell you what’s right. That’s our job.
So, let’s use the tools. Let’s stay curious and experiment. But let’s also keep hold of what makes creative work worth doing in the first place: the human perspective, the emotional depth, the story that only you can tell.
Because when you combine that with the power of AI? That’s when the real magic happens.
