Can AI replace human creativity?

In 2023, mainstream experimentation with artificial intelligence began. 2024, on the other hand, is proving to be the year in which users are understanding how to appropriately apply the technology.

We’re understanding that software like ChatGPT, DALL-E and Sora, aren’t copy-and-paste content producers – but instead, digital collaborators that enhance our ability to brainstorm, reflect, iterate and ultimately create. In this week’s blog, we’re exploring the relationship between marketers and artificial intelligence, and how the technology is enhancing – not replacing – creatives in the advertising industry.


Personalisation has become a critical component of any marketing strategy. While advertisers have been attempting to communicate with individual customers for many years – AI is allowing brands to take huge steps closer to true one-to-one marketing. Crafting messages that resonate deeply on a personal level with customers becomes more achievable with AI.

Although AI can suggest a hundred ways to resonate with your audience – it’s down to the marketer to define the tone of voice and make sure it aligns appropriately with a brand. As fantastic of a tool AI is – as anyone who’s used ChatGPT will tell you – the human touch remains irreplaceable. This is why it’s important to work with a team of content creation experts who can help consumers connect with your product/service.

Efficiency amplified

While the best marketers have no problem multitasking, it never hurts to have a tool that can augment your productivity. AI can swiftly handle tasks like data analysis and content generation, this doesn’t stifle creativity but instead provides a foundation – allowing marketers to focus on strategy and storytelling.

Using AI to create a rough draft gives content creators a starting point, allowing them to apply their own creative flare – enhancing the material with the pizzazz only a marketing expert could! AI isn’t replacing creatives, it’s allowing them to do more of what they love; instead of compiling information, crunching numbers or pushing pixels – marketers can craft, consider and create.

Working with a group who love what they do is key – hence why we recommend enlisting the assistance of experienced designers to ensure your brand is crafted with precision.

With great power comes great responsibility

AI has the capacity to process vast amounts of data and generate content on an unprecedented level – however, it’s important to use it responsibly. Upholding consumer trust requires transparency, ethical considerations and a focus on human-centred applications of AI.

Willy’s Chocolate Experience in Glasgow, Scotland, serves as a cautionary tale for businesses utilising the technology. The team behind the controversial event used generative AI to create a campaign that included captivating posters and elaborate copy that lured attendees with a fantastical promise. The reality fell far short of the marketing material, with the event proving to be disappointing on almost every level. This incident highlights how AI can be used to quickly produce a flawed, but somewhat eye-catching creative, at a low cost – thus creating new opportunities for scams and fraud.


At Cordis, we believe that the future of marketing with AI is bright, but let’s remember: it is just one of the tools in our arsenal. Our role as marketers isn’t diminishing – but it is evolving. Our creativity, empathy and strategic thinking are what will make the difference, with AI serving as a catalyst – never the creator.

If you’re seeking harmonious cooperation between humans and robots, get in touch with Cordis today. With specialities in everything from events to social media content creation, design to videography – we will bring your business into the digital age with creative flair.