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How can AI boost marketers' creativity?

Published on 3 June 2025
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Artificial intelligence (AI) has become an essential lever in marketing. Automation, data analysis, personalisation: AI is transforming traditional practices and opening up new perspectives. Yet a paradox persists: often perceived as cold and technical, AI can become a powerful driver of innovation and creativity.
So how can AI enhance marketers' creative processes while respecting their human vision? Clarisse Popower, a specialist in responsible digital marketing, explains.

Illustration of the article AI and creativity

AI: an ally in stimulating marketing creativity

Automating repetitive tasks frees up time for creativity

AI excels at automating time-consuming tasks such as campaign management, reporting and audience segmentation.

According to a study Forrester by 2023, AI can reduce the time spent producing content by up to 40 %.

This gives marketers more time to innovate and focus on strategy and creativity. For example, they can devote themselves to original concepts or captivating storytelling strategies.

     By eliminating administrative constraints, AI stimulates the imagination.

Predictive analysis to generate creative insights

AI processes massive volumes of data to identify behaviour and anticipate customer needs.

This information enables us to design more targeted and innovative campaigns, aligned with consumer expectations. The result: more powerful messages and ideas that are better adapted to real needs.

Read also : Optimising advertising campaigns with AI

How AI is enriching creative processes in marketing

AI and brainstorming: generating new and unexpected ideas

During brainstorming sessions, tools such as Jasper AI or Copy AI can generate ideas based on current trends or historical data. These suggestions inspire original advertising concepts or catchphrases.

For example, a campaign on sustainability can be enriched by ideas generated from recent environmental data, offering new perspectives.

AI-enhanced content creation

With tools like DALL-E or Canva (with built-in AI) for visuals or ChatGPT for text, marketers can produce content tailored to different market segments in record time. These tools make it possible to diversify campaigns while adapting quickly to feedback.

Rapid experimentation using AI tools

Automated A/B testing solutions, such as Optimizely, make it possible to test different versions of content and optimise campaigns in real time.

For example, testing two slogans - one humorous, the other serious - helps to identify which resonates better with the audience.

Thanks to AI, the results are analysed quickly, speeding up adjustments.

The limits and risks of AI in creative marketing

The limits of machine creativity

AI remains dependent on existing data. It extrapolates but does little to innovate. Human intuition remains essential to bring emotion and cultural depth to campaigns.

The right balance is essential: AI inspires, but it's people who bring memorable ideas to life.

The dangers of creative standardisation

The massive use of AI can lead to content homogeneity. If all marketers use the same tools and data, there is a real risk of repetition.

To avoid this, and as part of a responsible digital marketing approach, human authenticity must remain at the heart of campaigns. AI can be a complement, but never a substitute.

Environmental impact to be taken into account

AI offers a real lever for creativity, but its carbon footprint is far from neutral. The training of models and the massive storage of data consume an enormous amount of energy. As responsible marketers, it is essential to question the systematic use of AI: every piece of content generated has an ecological cost. Using AI in a targeted way, as a complement to our human intelligence, allows us to create in a more conscious and sustainable way.

AI does not replace our creativity; it catalyses it by helping us to think differently.

Seth Godin, marketing and innovation expert

Ultimately, AI is a valuable ally in freeing up time, stimulating inspiration and refining strategies. It opens up a world of possibilities... as long as you remain guided by a human vision. Because it's the emotions, the sensitivity of each individual and the singular viewpoint that bring ideas to life. By combining the power of AI with their creative intuition - and an awareness of environmental impact - marketers can imagine campaigns that are fairer, bolder and deeply rooted in their time.

Our expert

Clarisse POPOWER

Digital marketing

Founder of Green makers, a digital responsibility consultancy, she advocates more responsible digital marketing [...].

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