Marketing is an essential part of business growth, but launching a campaign can be a costly endeavor. Artificial intelligence (AI) tools are lowering this barrier to entry, making marketing cheaper and more accessible; at the same time, they have made differentiation more difficult. As brands rely on AI to produce content at scale, they must ask themselves how to find originality in the haystack.
Creativity at the Core
Memorable marketing, experts like Ana Marturet argue, begins with creative thinking long before AI becomes part of the process. Brands aren’t marketing to AI agents, but human consumers capable of distinguishing between an experience and an impression. As such, the foundations of any successful campaign must be built on human creativity that resonates with its target audience.
“The tools are becoming available to everyone,” she said. “The difference is no longer who has the AI. It’s who has ideas worth paying attention to.”
A Career Rooted in Storytelling
During Marturet’s career, she has led campaigns for companies such as DualEntry and Metadata.io, while working with prominent brands. Instead of treating each marketing channel as a separate initiative, she built campaigns in which the channels worked together to convey the same story. One might find a billboard on their commute, find the company on LinkedIn, then receive an invitation to an executive event.
“The best campaigns don’t feel like disconnected ads,” she explained. “Every interaction should build on the previous one so people remember not just what you said, but how the brand made them feel.”
Developing Campaigns as Memorable Environments
Campaigns are becoming environments unto themselves, rather than individual assets. Marketers recognize that different channels ought to reinforce one another. As such, the role of AI may be identifying how those channels connect; not creative strategy. Experiential campaigns benefit from the consistency of AI, but fall short when they look the same as every other advertisement out there. A marketer’s advantage, therefore, comes from knowing what not to automate.
Companies today rely on the same prompts, software, and messaging, and AI tools only know how to repeat this back. Such systems may lower barriers to execution, but the production of content at scale can only go so far. Leaders like Marturet assert that future campaigns will find success by developing ideas that competitors cannot easily replicate, and therefore distinguish one brand from the other.
Emerging from this dynamic is a new expectation for the modern marketer: that is, the ability to combine the efficiency of AI tools with genuinely distinctive ideas. Certainly, this is no small demand. However, as automation encroaches upon the systems of modern marketing, the perspective has become far more relevant.
AI and the Future of Marketing
In all likelihood, technologies such as AI will continue to change how campaigns are built. While it will lead to a more consistent output of generic advertising, it is also an opportunity for marketers to create experiences that people genuinely remember. Memorability is a quality that software alone cannot reproduce; for marketers, this may prove to be the most valuable competitive advantage of all.
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