Reasons for Marketers to Embrace AI for Creativity

I witnessed a revelation at Microsoft Advertising ACCELERATE: AI isn’t stealing the spotlight—it’s adjusting the lighting so marketers can shine even brighter. 🚀 Picture this: A marketer staring at a blank canvas, deadline looming. Enter #AI. Not with a finished masterpiece, but with a palette of possibilities. That’s the new marketing reality I experienced firsthand. The room buzzed when a speaker shared how AI-generated ad creatives helped a struggling campaign pivot in hours instead of weeks. Or deliver on an enterprise’s 1000’s of annual new website page requests (45% increase!) with no new headcount. But the applause? It was for the marketer who knew exactly which creative direction to pursue. What stuck with me: 🔹 𝗔𝗜 𝘀𝗽𝗲𝗮𝗸𝘀 𝗱𝗮𝘁𝗮, 𝘄𝗲 𝘀𝗽𝗲𝗮𝗸 𝗵𝘂𝗺𝗮𝗻 – When a campaign resonated emotionally, it wasn’t the algorithm that grasped the cultural moment—it was the strategist behind it. 🔹 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆 𝗶𝘀𝗻’𝘁 𝗯𝗲𝗶𝗻𝗴 𝗿𝗲𝗽𝗹𝗮𝗰𝗲𝗱, 𝗶𝘁’𝘀 𝗯𝗲𝗶𝗻𝗴 𝗹𝗶𝗯𝗲𝗿𝗮𝘁𝗲𝗱 – I watched marketers showcase how AI handled the tedious tasks, freeing them to focus on the why behind campaigns rather than just the how. 🔹 𝗧𝗵𝗲 𝗯𝗲𝘀𝘁 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀 𝗮𝗿𝗲 𝗰𝗼𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁𝗮𝗿𝘆 – One presenter showed how her team’s strongest campaigns emerged when they treated AI as a creative sparring partner, not just a production tool. The Microsoft AI Mixology Guide reminds me of a good cocktail recipe—AI provides the ingredients, but the marketer’s hand determines whether it’s memorable or merely palatable. (link in the comments👇 ) Has your team found that sweet spot where AI amplifies rather than automates your marketing voice? I was *so* inspired by trivago CMO Jasmine Ezz [hear her wisdom in the video clip below - referencing Steve Clayton's masterclass in an enhanced AI workflow applied to his team in communications.] Drop your story in the comments. 👇 #AIinMarketing #MicrosoftAdvertising #CreativeRevolution

A Marketers' Perspective on how to use Midjourney In our second segment about AI and marketing use cases Terry Zelen and I had the opportunity to discuss how his agency leverages various AI tools to enhance his client services. As a designer, Terry found Midjourney to be an invaluable asset in his creative process. Here's how he is using it to transform their marketing approach: ➡ Daily Use: Midjourney has become an integral part of his daily workflow for image generation and concept development. ➡ Pitch Enhancement: He uses AI-generated imagery to visually explain new campaign ideas or strategies to clients. ➡ Cost-Effective Visualization: Before investing in expensive photography or videography, he can create comprehensive pitch decks with AI-generated images that clearly illustrate the vision. ➡ Improved Client Communication: For clients who may not be as visually oriented, these AI-generated visuals help convey ideas more effectively, ensuring everyone is on the same page from the start. How are you using AI tools like Midjourney in your marketing strategies? Share your experiences in the comments! #AIinMarketing #MidjourneyDesign #CreativeInnovation #MarketingTech

AI just changed the game, and the only way to win is to stop competing entirely. B2B marketing is evolving at breakneck speed. The old game we all played no longer exists, and the marketers who cling to its playbook risk irrelevance. But those bold enough to change the board—and rewrite the rules themselves—have the chance to become unstoppable. Think of the most iconic brands. Apple doesn’t win on processor speed. Tesla doesn’t dominate by doing what everyone else is doing (but just a little better). They thrive because they’ve created unique value propositions that only they can deliver on. They’re not playing the same game as everyone else. The same goes for modern marketers. AI has mastered the motions. Task execution? Automated. Content generation? Scarily good. And while these types of things used to represent the bulk of many marketers’ jobs, 'managing a range of marketing things' isn't a competitive advantage anymore, it's expected to be baked into the cake. So, where do you go from here? Just like how the best brands double down on their secret sauce, you need to find and exploit the heck out of where you have an edge: your perspective, which is shaped by your wins, losses, values, upbringing, relationships, education, etc. Because AI can do a lot, but it cannot: - Craft stories that surprise, delight, and are emotionally resonant - Build real and transformative relationships - Navigate the nuanced human moments that create genuine connection - And do these things with your taste and in your style. That’s your domain, and your opportunity. The smartest marketers are already using AI to handle the grind so they can invest energy in the work that truly moves the needle: the thinking about what needs to be thought about, the storytelling, the soul. They realize that today’s opportunity for differentiation is no longer about what or how much you do, it’s about how (and what) you think, and how you do what you do. They let AI process the data while they explore insights and determine how to leverage it for storytelling that will get people to stop in their tracks. They let AI help flesh out drafts while they shape the story that leaves a mark on people. They combine human creativity with tech superpowers to become a version of themselves "on steroids." Cue the Daft Punk. TLDR, for those wondering how to respond to AI eating marketing, this is a unique moment. The faster you realize that AI isn’t here to replace you, but to elevate you, the better. AI is the lever that enables you to move beyond trying to  keep up with machines and compete in the only area where you have a unique competitive advantage - being undeniably, irreplaceably you.

60% of LinkedIn posts I come across are now AI-generated content. Over 30% of new leads argue that if AI is there why do you charge as much… But my question is if AI is there, why do you still come to us? So why do you still need a skilled writer or marketer for your social media? Because AI-generated content often lacks: • Authentic human voice • Emotional resonance • Cultural nuance • Brand-specific insights Audiences crave genuine human connection. They can sense when content feels robotic or lacks a personal touch. Your AI strategy shouldn't aim to "replace human creativity." AI is a powerful ally that amplifies your team's innate abilities: • Augment human skills, don't substitute them • Free up time for strategic, creative thinking • Provide data-driven insights to inform (not dictate) decisions By blending AI capabilities with human expertise, you'll create content that: ✅ Resonates authentically ✅ Drives meaningful engagement ✅ Boosts conversions Here are 4 steps to harness AI for truly impactful content creation: • Use AI for topic research and trend analysis • Leverage AI-generated outlines as starting points • Apply AI tools for content optimization and SEO • Utilize AI-powered analytics to refine your content strategy P.S. Need help with your content strategy? Send me a DM.