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Published on

March 7, 2024


AI, creative, thought leadership

Right now, change is everywhere in marketing. Names like ChatGPT, Bard and Midjourney have suddenly become part of our daily vernacular. The question is, where does this leave marketers?

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We use data, insights and creativity to drive measurable results across digital marketing strategies and channels.

In today’s dynamic marketing landscape, AI platforms like ChatGPT, Bard, and Midjourney are reshaping the industry. At TEAM LEWIS, we love change. It allows us to connect the dots quicker, inspires us to do great work with talented people, and helps us to stay ahead of the competition.

Here’s what you need to know:

  • AI in Marketing: AI platforms like ChatGPT, Bard, and Midjourney are transforming the marketing landscape.
  • Change and Opportunities: Embracing change allows marketers to connect faster, work creatively, and stay ahead in the competitive market.
  • AI Integration: The integration of AI in marketing presents a golden opportunity for talent to shine, enabling professionals to elevate their game.
  • Creative Focus: Regardless of AI tools, marketers must prioritise making a creative difference, utilising AI as a facilitator for innovative campaigns.
  • Critical Thinking: While AI solves surface problems, marketing still relies on deep critical thinking, diverse experience, and a killer instinct – areas where AI falls short.
  • Client Perspective: Clients benefit as AI challenges both marketers and creative professionals to go beyond obvious ideas, resulting in more intriguing and original presentations.
  • Future Campaigns: Award-winning campaigns will be distinguished by creatives thinking beyond what AI can generate, emphasising human ingenuity.
  • Changing Dynamics: AI will positively impact the way marketing teams operate, fostering great thinking across multiple channels at an accelerated pace.

Let’s delve deeper.

For months, the buzz around AI platforms as a start-point for strategic planning and creativity has been the talk of Adland. For clients, change is scary, but there lies a golden opportunity with the integration of AI in marketing. It’s creating environments where talent will rise to the top, helping marketers up their professional game.

Regardless of the tools at their disposal, creative and marketing professionals must focus on what they’re hired to do – making a creative difference. We see the springboard AI has created for talented people to soar from, but regardless of all the bells and whistles, marketing still requires deep critical thinkers, diverse experience and killer instinct – things AI still struggles to grasp. Phew.

Related content: Threat or Friend?: What ChatGPT means for copywriting

For marketers, AI is a facilitator, another tool to help creatives to dream up provocative (not predictable) campaigns. It means we can focus on what creative people are great at. AI may be there to solve the problem on the surface, but those solutions still need to turn heads, draw on emotions and make thumbs numb. Ones and zeros still have a way to go on that front.

Clients on the other hand are breathing a sigh of relief. The low-hanging fruit and obvious ideas will no longer cut it in your next creative presentation. Pitches will be more interesting for both sides, and samey unoriginal thinking will be easier to weed out.

If there’s one thing to learn from the new relationship between AI and marketing, it’s this – if an AI can generate it, your creatives should be thinking about what it cannot. This is what the award-winning campaigns of the future will be judged on.

Related Content: Stop getting distracted! Why you don’t need to jump on the latest app

So it looks like AI will change the way marketing teams work. And that’s a good thing! Great thinking will be deployed across more channels, faster than ever. We think that’s better for everyone.

Need a hand navigating AI across your marketing operation? Let’s talk.

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