By Ellen Fruchtman, President
There’s no escaping it. AI is everywhere. It’s writing emails, analyzing data, designing logos, and (gasp) even attempting to write ads. And with all this high-tech dazzle, the question I continually ask myself:
“Ellen, do you think AI will ever replace creative people? Will it ever replace…me?”
Let me save you the suspense: Not today. Not tomorrow. Not a chance.
Sure, it can write a poem. It can generate a cute social post. It can even churn out a reasonably coherent article (if your bar is “high school book report”). But real creativity, the kind that makes people stop, smile, think, or feel something? That kind of magic doesn’t live in code. I refuse to believe it.
Here’s the thing: Creativity isn’t just content. It’s connection. When we’re coming up with a clever promotion, a smart print ad, or a breakthrough broadcast campaign, we’re not just picking words or images that sound good. We’re tapping into human behavior. It’s knowing your audience and trusting your gut. We’re trying to tell a story that cuts through. That’s fresh, unexpected, and above all, effective.
And no, AI can’t do that.
The best ideas don’t come from a computer prompt. Some of our best work has started with a throwaway line in a client meeting. A brainstorming session that went on and on, or something we saw at a restaurant. Or heard on a podcast. Or dreamed up during a long, uneventful walk. Dare I say bathroom? Or a dream in the middle of the night. Honestly, creativity doesn’t come with a neat little “submit” button.
AI doesn’t have those moments. It doesn’t daydream. It doesn’t people-watch (one of my favorite things to do)! It doesn’t understand that sometimes the perfect idea has nothing to do with the actual product we might be promoting.
Truth: Believe me, I’ve tried. I’ve gone back and forth with my AI friend more times than I care to admit. I’ve asked it to be witty. I’ve told it to write in my voice. I’ve begged it to sound “less like a robot.” And what did I get back? Robotic. Horrible. Painful, ordinary copy. You just can’t fake voice, humor, or that spark of originality from a real, breathing, very sleep-deprived creative person. In this case, me.
Okay…Can AI be helpful? Sure. It can help you outline. Organize. Knock out a first draft when you're staring at the screen with zero inspiration. For our clients, it’s not bad for things like product descriptions or even a basic blog post, as long as you check the facts. (Seriously. Please check the facts. It’s confident with a big head, even when it’s wrong.)
It’s a tool like Clipart 2.0, or a decent intern (too mean?). But it’s never going to give you the BIG idea. The campaign that breaks through. The creative that feels timeless. Or the tagline that gives you goosebumps.
At the end of the day, people connect with people. We react to marketing like we react to certain people because they make us feel something. We fall in love because it hits a nerve. Because it feels right. Because it's the beginning of our story. And no offense to my AI pal, but it doesn’t know what that feels like.
So will AI ever replace the creative mind?
Let me say it one more time if I wasn’t clear: Not. A. Chance.
Looking for real creativity (the kind no robot can deliver)? We know a few humans who can help. Contact us!
