AI in Marketing: Power Tool or Creativity Killer? Maybe it can be both.
AI is shaking up the marketing world and fast. From generating campaign ideas in seconds to designing visuals on demand, it’s like having a supercharged intern who never sleeps. But while the tech is undeniably impressive, it’s not without its quirks.
Let’s start with the good.
AI is an incredible research assistant. It can scan trends, pull insights and even help write content at lightning speed. It saves time. It boosts productivity. And for designers? Tools like DALL·E and Midjourney open up limitless creative possibilities - the kind that would take days or weeks to do manually.
But here’s the catch.
Spend five minutes scrolling and you’ll see it — the déjà vu of design. Everyone’s posts start to blur into one: same beige tones, same punchy headlines, same overused double-dash graphics. It’s giving… copy-paste culture. If we’re not careful, AI won’t just save us time, it’ll suck out the originality too.
“Using MidJourney for brand images can be really rewarding - it nails composition, colour grading and specific photo styles. The main challenge is making people look truly human, as their eyes can sometimes appear empty or surreal. Interestingly, when they look away from the camera, the results feel much more natural. That said, the tech is improving quickly, so this might not be an issue for much longer”
Hyper-realistic AI images created by Verena Bublak for launch campaign of ‘Nostalgia’ by Lío.
So what’s the takeaway? AI is a powerful tool but it’s not a replacement for taste, originality or human instinct. The magic happens when we use AI to spark ideas, not replace them. Curate, refine, add that human touch and you’ve got the best of both worlds.
(And yes, in case you were wondering… we did use AI to help write this post. But we also gave it a glow-up, because even robots need a good editor.)
