AI in Marketing — 4 min
AI won't replace creativity. Generic creativity will.
When the average output becomes free, the only defensible position is a point of view.
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.
Bring us aproblem wortharguing about.
WE ECHO Studio is a creative intelligence company — brand strategy, creative direction and growth systems built to be remembered.