Gartner reports that marketing budgets are falling and most CMOs are banking on AI saving the day. But what are marketers giving up when they join this race to the bottom? Of course, we cannot lose sight of the transactional part of the funnel, but at some point you have to give people more than a rational reason to engage with a brand at the risk of commoditization. At @Firehouse, our approach has been to lean in even further into what we do best — strategy and creative — while sacrificing our media-buying department. We don’t need to handle all a big client’s business. We have to bring our care, thought, and creativity into every campaign, even the ones that go up one minute and disappear the next. I am not opposed to using AI. It’s about finding the right balance. Developing people’s affinity with a brand for long-term loyalty is the job of a good creative agency and precisely what AI doesn’t do well. Creativity and efficiency can be complementary. Just don’t hand over all your power and responsibility to the tool. #AI #machinelearning #Firehouse #creativity #agencies #marketing #advertising #efficiency
Donnie Hogan
6mo
Love this perspective. Find balance, we must.
Bucki Rogers
6mo
Tripp, you nailed this! I so agree with your perspective. 🔥
Chief Marketing Officer | Turning Brands Into Household Names | Founder | Public Speaker
6moI love this post. What a great discussion! I agree with you there must be balance. I know you can "teach" AI a brand's voice but IMO nothing will replace the creativity of a writer, a designer, videographer, etc. We can realize efficiencies with AI. For example, your prompt could be: here is the headline I wrote for an ad with xyz objedtive. Give me five alternatives. Then use that to A/B test. It's a great tool to crank out subject line alts as well. But I will never use it to generate the entire ad or the strategy. IMO, that can not be replicated. A human writer is going to understand the emotion we need to evoke to get someone to take action.