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.
Training
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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.
What tools?
HubSpot or Marketo can considerably reduce the time needed for these operations.
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.
Training
Would you like to learn how to use AI in your marketing and sales strategies? Discover the training programme Artificial intelligence (AI) at the service of your marketing and sales strategy.
Predictive analysis to generate creative insights
AI processes massive volumes of data to identify behaviour and anticipate customer needs.
What tools?
Google Analytics 4 provides valuable insights to guide marketing campaigns.
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.
Key figures
According to a study by Gartner By 2023, 85 % of marketers using AI in advertising have observed an increase in the effectiveness of their campaigns.
A survey by McKinsey of 2019 indicates that companies that have integrated AI into their marketing strategies are seeing an increase in revenue of between 10 and 20 %.
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.
