AI has become more than a novelty: it has become the catalyst for a creative renaissance in marketing.
Once seen primarily as a tool to streamline workflows and automate routine tasks, AI now empowers marketers to think bigger and innovate boldly. HAS MediaPost Email Insiders SummitThis urgency has become acute: 85% of business leaders say they have less than 18 months to deploy an AI strategy, otherwise they will see negative business effects. But it’s not just about efficiency: it’s also about unleashing unprecedented creativity and unlocking innovations that were once beyond imagination.
We live in an age where campaigns are designed and executed in hours instead of weeks. Information that once took days to surface is now obtained in moments. Most importantly, marketing teams regain the freedom to focus on achieving meaningful impact. The data shows that half of marketing teams already use AI to manage repetitive processes, while just as many are adopting it as a tool to refine their strategic thinking and decision-making.
AI in marketing is no longer just about automation: it’s about reigniting creativity and transforming the way ideas come to life. Marketers who view AI as more than an efficiency tool are setting the standard. They recognize its ability to enhance human ingenuity rather than eclipse it.
Generative AI is just the beginning
While almost 60% of marketing managers applaud AI for streamlining operations and reducing costs, its real strength lies in freeing up time and mental space for creativity. By taking on routine tasks, AI allows marketers to focus on what they do best: creating compelling stories, connecting with audiences, and delivering personalized experiences, all with speed and flexibility. unrivaled precision.
For Alex Craddock, Citi’s chief marketing officerAI is reshaping marketing by amplifying human creativity, not replacing it. At Citi, the focus is on three key areas: content creation, personalization and validation.
“Yes, you have regulations and rules and guidelines that you have to work with, (but) they shouldn’t stop you from thinking with a vision,” Craddock explained. He emphasized the irreplaceable role of human creativity and insight, warning: “The magic is in humans, and I think if we forget that, we will end up in a terrible world where robots talk to us all the time . »
The heart of this system is not AI, but people.
Eileen Mannion, Google
At Google, Eileen Mannion, VP of Marketing UK, highlights how marketers can now use the time saved through AI to apply insights strategically and differentiate themselves in a crowded marketplace. Even experienced creatives no longer need to face the blank page, thanks to AI-powered tools.
“The heart of this system is not AI, but people,” says Mannion. “These tools unlock the creative potential of entire teams. Our creators and writers bring flavor and curation, while AI adds speed and scale, allowing us to co-create with users in real time. Today, we see marketers from all walks of life launching new ideas and evolving with the pace of culture.
In the meantime, Victoria’s Secret uses AI to elevate your email marketing strategy with tools like Da Vinci by Movable Ink. The brand offers campaigns tailored to individual customers, promoting stronger connections and building loyalty. “It helps us put the customer at the heart of everything,” says Lindsay Massey, vice president of marketing. By anticipating customer needs, Victoria’s Secret shows how AI-driven marketing can seem deeply personal rather than detached.
The creative renaissance in action
AI is transforming marketing into a hub of creativity. As AI continues to evolve, its role in marketing will only grow. It’s not just a tool for efficiency: it’s the catalyst for a creative renaissance. AI is ushering in a new era by enabling teams to think bigger and act faster. It’s marketing reinvented. With AI in charge, creativity is not only preserved: it is unleashed to its full potential.
Alison Lindland is Marketing Director at Movable Ink.
