AI in marketing is a hot topic, with a lot of unknowns. Front of mind are two questions: Will it replace us, and should we be relying on it more to drive key decisions when it comes to strategy? The short answer is no to both.
AI is fast, but not wise
At Energise, we see AI as a powerful tool, but not a replacement for people. It’s great at processing data – it can write, predict, and automate – but it can’t apply context, empathy, or foresight.
AI can’t decide why something matters or how it should make people feel. That’s where creativity and experience come in when creating effective marketing strategy.
Strategy still wins
A strong marketing strategy isn’t built by algorithms; it’s built by people who know when to take risks, when to wait, what people want, and how to read the room. Data informs decisions, and people make them.
Yes, AI in marketing can make you faster, but speed doesn’t equal accuracy, nor is it the same as direction. Without clear thinking and intent, automation just creates more noise.
Use AI – don’t become it
We should be using AI to amplify our people, not replace them.
The challenge for leaders is to build a smart, intentional AI approach within the business. That means knowing what to automate and what to leave to humans, because people are your greatest asset! Be careful not to squash creativity and original thought by relying too much on AI.
It is a tool to help us, not replace us!
People power performance
Marketing is going through a period of renewal, going back to brand storytelling through content and strategy that connects.
The world has quickly become flooded with low-quality, AI-generated content, and the brands that stand out will be the ones that successfully continue to offer genuine connection and value to their customers.
Lead with real voices, authentic ideas, and genuine connection.
At Energise, we believe in using AI intelligently, keeping the human judgement, insight, creativity, and strategic thinking that drive performance and make you, you!
Watch the full discussion with Rosina Webb and Michael Freidberg to hear why human judgment and creativity still win.
