AI in Marketing — 20 June 2026 — 4 min
AI won't replace creativity.Generic creativity will.
Generative tools have made competent work free. Competent was already the problem.
What models do well is produce the middle of a distribution — the most likely sentence, the most expected frame. That is precisely the work a market forgets. What they cannot do is decide what a company should refuse, and hold that refusal for five years.
So the practical use of AI in our work is unglamorous: it takes the repetition. Variant production, lifecycle sequencing, research, summarisation, first drafts nobody sees. Judgement, position and standard stay with people, because those are the parts a market actually pays a premium for.
Automate the repetition. Never automate the point of view.