AI Isn’t Here to Take Your Job… Or Is It?

It’s November 2022. ChatGPT has just been released, and the whole world seems to have gone into some sort of frenzy. Opinions are divided: “it’s going to take our jobs,” “it’s going to take over the world,” “this is so exciting” …

Since then, Generative AI has developed faster than anyone could have predicted. In the creative sector especially, it has sparked much debate – even fear. As it becomes more advanced, to the extent of mimicking human logic and speech, for many brands and creatives it has felt like a case of adapt or fall behind the market.

However, it’s not just as easy as downloading the latest version of ChatGPT, or making sure someone in your technology department is up-to-date on AI developments. It’s about integrating it effectively into your business, so that your team can work alongside it and maximise its results.

But what are the benefits of GenAI in marketing? Is it even worth dedicating resources towards it? We think the facts speak for themselves:

• According to McKinsey, AI can boost ROI by up to 30%.

• Salesforces’ State of Marketing Report declared that 92% of companies are using AI for personalised marketing.

• Finally, large companies using AI for content creation have seen a 50% increase in efficiency in producing marketing content.

At our last StudioLive event, we spoke to some of our agency experts on the matter, and were left with a number of key takeaways that we think are vital to understanding AI’s role in the changing marketing landscape. Thank you to Jack Threlfall of Spring Productions, Liam Evans of Unorthodox, Sam Glyn Davies of eight&four, and John Readman of Modo25 for your valuable contributions and insights.

AI is not a silver bullet.

Our panel agreed that one of the key things to remember about AI when it comes to its use in business and marketing is that it isn’t – and it never will be – a silver bullet. It has to be used in conjunction with human creativity in order to produce results that can be used professionally. As Jack mentioned, “it can’t do the work for us but it can help us.” At Spring Productions, GenAI is used largely to conceptualise pitches, rather than as the main mechanism for the final product. This reduces time spent planning and increases time spent on delivering outcomes.

Similarly, Liam talked about an “ecosystem filled with AI agents” that he and his team created, essentially stripping back and automating the data inputting process, so that they can focus on “filling the funnel, delivering results, and creating more content.” In both of these instances, AI wasn’t viewed as a replacement for agency work, but instead as a means to an end – or a means to a beginning.

John echoed a similar theme, urging business owners not to simply throw AI at something if it’s “already bad.” “Make it good and AI will make it better,” he told us. AI shouldn’t be used to fix broken processes, and rather as a method of improving efficiency and adding value.

Small efficiencies add up to make huge gains.

Following on from the last point, AI can’t be used as a magic solution to your business’ problems. However, it can make pre-existing tasks and jobs more efficient and effective, in turn maximising output and driving revenue growth.

Many of our panellists described a “suck it and see” approach in the early days of GenAI’s development. Jack made note of some important questions when it came to discussing its adoption:

• Is the efficiency AI poses really attainable?

• How much time will it take to make it viable?

• Is the creative output good enough to use on a commercial level?

We of course now know that AI does pose legitimate efficiency, and that it can be used by just about anybody in its simplest form. When it comes to its use in larger corporations, it’s definitely a case of repetitive testing and trial and error. At Modo25, AI has been used to create a reporting tool for clients, forming an automated centralised database. This negates the time needed for the team to produce weekly and monthly reports, time which can be spent on a huge array of other tasks.

You can’t put the input in and simply skip to the end result.

AI has revolutionised many processes, but success requires more than just a “set-it-and-forget-it” approach. AI tools are most effective when they support human creativity rather than replace it entirely. As Sam highlighted, “For us, it’s less about efficiency and more about having a nuanced approach to the technology.” It’s about understanding where AI fits into the broader creative process, using it to save time on routine tasks, but always refining and adding the human touch to maintain quality and authenticity.

Jack echoed this sentiment, reminding us that “AI is not a surrogate for creativity – it’s just a tool.” At Spring Productions, his team uses AI to streamline initial concepts and handle data-heavy tasks, but they rely on human input for the ideas and final product. “Input equals output,” Jack pointed out, meaning the quality of what you get from AI depends heavily on what you put in. The technology must support talent, not replace it. This approach underscores that AI’s benefits—speed, efficiency, and consistency—are only achievable when humans and technology work together.

AI is not a “bad word”.

When AI first emerged, it was met with apprehension, especially in creative industries where uniqueness and innovation are key. “As an agency, we couldn’t admit to using it initially because we’re supposed to be the cleverest in the space,” John explained. But as AI became more sophisticated, agencies like his embraced it, even offering cash incentives to team members who could develop strategies to use AI for increased efficiency. “We ended up changing loads of things,” John said, illustrating how early experiments with AI led to significant improvements across the agency.

However, a fine line remains between using AI to enhance brand messaging and losing a brand’s unique voice. Sam noted a telling statistic: while 50% of people say they don’t want to see AI-generated marketing, 98% can’t tell the difference when it’s done well. Balancing this requires transparency—being honest with audiences about AI’s role while ensuring it aligns with the brand’s tone and personality. Sam and John agreed: never hide your use of AI. Instead, embrace it and use it proudly, integrating it in ways that enhance your brand while staying authentic.

AI isn’t going to take your job, but someone using it might.

The panel also addressed a question on everyone’s mind: will AI take jobs? While Sam acknowledged the reality that AI could replace certain roles, John encouraged leaders to empower their teams with AI knowledge and tools. “Encourage and empower people to work with AI,” he advised, highlighting the importance of upskilling. Engaging in discussions about AI and its role in business can help people stay relevant, add value, and harness the technology to enhance their roles.

One prime example is the customer service industry, where AI has transformed operations at companies like Klarna. Liam shared that AI agents now handle two-thirds of their customer service, managing 2.3 million conversations in Q1 alone and contributing to a 25% drop in repeat inquiries. This shift led to an estimated $40 million increase in revenue. But instead of making humans obsolete, it has freed up those workers to focus on higher-value tasks that require creativity, empathy, and complex problem-solving. Rather than replacing people, AI has redefined their roles, allowing them to contribute in new and impactful ways.

Conclusion

As AI continues to advance, its impact on the marketing landscape will be profound—but it’s clear that it won’t stand alone. The insights from our panel underscore that AI, when used as a complement to human skills, can drive creativity, boost efficiency, and redefine workflows in a way that benefits everyone. Success in this new era of AI-driven marketing lies in understanding the unique strengths AI brings, while prioritising the qualities that only humans can offer: empathy, authenticity, and creative insight.

The future isn’t about AI taking over jobs; it’s about individuals and teams using AI to elevate their work and push the boundaries of what’s possible. Businesses that embrace this collaborative approach will not only stay relevant but also gain a competitive edge. By fostering a culture of innovation, transparency, and continuous learning, brands can thrive alongside AI and help shape a smarter, more connected future.

If you have any questions about this content, or are interested in working with one of our specialist AI agencies, please feel free to reach out us via email at hello@studiospace.com.