David Mahbub, MACH9 Chief Growth and Revenue Officer. Expert in Strategic Business Development. Speaker & board advisor.
We live in a moment where AI is taking over many things, and many people are scared about it, and some should be. I have been asked on many forums and meetings if I believe AI is killing creativity, and my answer is always the same: It is not, as long as it is used properly.
I like to compare AI with a soccer ball. I know it sounds weird, but bear with me. A soccer ball was invented and democratized as a symbol of fun, sports and team play. A kid with a soccer ball can bring the whole block together, uniting passion and dreams at once. But this does not exclude the ball from being grabbed by someone and thrown into someone’s face, causing a nosebleed. AI is the same powerful and now democratized “ball” that, when used properly and not abused, can be a great ally. But if misused, it can become a dangerous tool for creativity.
Some time ago, I was invited to write in a bestselling book about creativity, and during a presentation, a reporter asked me how I would describe creativity in a few words. I answered, “Creativity for me is the ability to surprise a human being.” For me, that is being creative, and we, all humans, are creative. Creativity is not exclusive to the so-called creatives, and this weird image of them wearing baggy, torn jeans, playing ping pong and wearing funny caps until an idea comes in is a stereotype. No, a creative is anyone who can surprise another human, an ability we all have. Bringing this into our AI topic, I have seen firsthand how teams have used AI to become better and faster in their creativity and surprise better. This evolution is redefining their roles but not replacing them at all.
Let’s go back a few decades to the 1980s and ’90s, where creative ideas were tested in small focus groups after very limited access to insights, but the real impact was seen only when the result was launched into the market, through a major billboard campaign, printed magazines or a TV commercial. Several weeks or even months passed before teams and managers understood the impact and got feedback from consumers, making them frustrated with the learnings and needing another major investment to apply them.
Then, in the 2000s, digital came along and helped teams speed up their creative processes, research and more, with the internet providing better insights. Creative solutions were launched on digital channels like websites and social media, giving quick feedback within days or a week and allowing adjustments, so managers could see results more rapidly, rather than waiting for the post-mortem analysis, like in the ’80s. Now, AI allows teams to use it in many incredible ways. Here are a few I believe are the most relevant to making our creative roles better, not replacing them:
1. Grab an idea and ping-pong it.
Use AI for research, to find inspiration and to understand something better. Ask AI to explain a campaign as if you’re an 8-year-old or as if you’re a Space Ranger and want to highlight key takeaways from a book or concept. This can spark your brain and help create new solutions or paths.
Once you have ideas, use AI as a devil’s advocate. Your content skills are yours, and AI can fill gaps. Ask AI to twist, challenge or restructure your ideas, but don’t ask it to create for you.
2. Simulate markets and consumers.
Use your creative solution and set market scenarios or consumer profiles with AI. Once you define your ideal market, input your solution and see potential outcomes. Create different scenarios, whether it’s a new market or conditions based on research and experience, and use AI to adapt your idea through data-driven simulations. Evolve scenarios as markets do—launch a competitor’s product, increase taxes, screw up a promotion, win an award…I don’t know, you are the market expert.
3. Leverage AI for creative advertising.
Since people understand messages differently, AI can help adapt your idea into various channels, touchpoints and messages based on your strategic variables. Remember, advertising isn’t marketing; advertising is about distribution. Ask AI to break your idea into pieces to increase audience reach and engagement.
4. Stay ahead with creative marketing trends.
Younger generations engage with brands in very brief, passionate conversations about a few topics. AI tools can detect these conversations early and help you jump into the 24-78 hour window. It’s about transforming quick social snippets or jokes into creative ideas. Tip: Having a Gen-Z on your team helps, too.
The best tools for tapping into creativity are still inherently human: taking a walk, visiting museums, going to plays or concerts, exploring store aisles, taking a shower or talking with consumers, none of which AI can replicate exactly.
Letting AI do all the work can pull you away from the future. Why? Because our brains are alive and constantly training. If we let them rest too long, it will be hard and painful to get back on track. We should use our experience and brains as a unique resource, boosted by AI, not replaced. So yes, AI is fueling a new age of creativity—an age where relevance and ideas come to life in a meaningful way.
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