AI (artificial intelligence) is reshaping how marketers work, and it’s moving fast.
Today, AI is used in marketing to fuel ideas, automate workflows, and assist with everything from copywriting and design to campaign scheduling and video production. It’s helping agencies increase efficiency, spark creativity, and push past traditional limitations.
But here’s the thing: speed doesn’t always equal substance. That’s where human touch will always take the cake. Let’s explore why…
AI in Marketing: Why Human Creativity Still Leads the Way
The rule of thumb at Asen is that AI should support creativity, never replace it. That’s why we treat AI as a springboard. It’s helpful for brainstorming, moodboarding, organizing ideas, and getting out of a creative rut (yes, that happens!).
What AI doesn’t do well is understand brand voice, your long-term goals, or the emotional nuance behind what drives real human action. Those strengths still belong to humans. Here’s how one Forbes article put it:
“The real transformation happening isn’t about replacement – it’s about elevation. As AI takes over routine and repetitive tasks, humans are free to focus on higher-value activities that require uniquely human capabilities. This shift is creating new roles and opportunities that we couldn’t have imagined a decade ago, proving that technological advancement doesn’t eliminate human work – it evolves it.”
The Risks of Relying Too Heavily on AI
According to a 2024 Salesforce report, nearly 60% of marketers are now using generative AI tools for campaign creation, content development, and audience insights — a number that rose from 51% of marketers surveyed the year prior.
The kicker? Many of those same marketers are still unsure how to use these tools strategically and responsibly. That’s where problems can arise, and that’s why having a clear, human-led process is so important.
Sure, AI can speed things up, but without the right marketing strategy or partner, AI-generated content can start to feel off-brand, become disconnected from real human needs, and in some cases may present copyright or compliance risks.
That’s why it’s critical to work with a team that knows how to use AI the right way: as a tool, not a crutch. At Asen, we combine the efficiency of AI with the strategic direction and creative insight that only experienced marketers can provide. That means:
- Creative decisions align with your values & long-term goals, not just quick trends
- Your brand voice remains consistent & human-centered
- Your messaging connects (because it’s shaped by people who understand people)
- Legal & ethical standards are followed at every step
- Professionalism is maintained across all content & campaigns
How We Use AI to Spark Creativity in Our Marketing Process
Our team uses AI when and where it makes sense — mainly to save time on small tasks, so we can invest more energy into what really matters: big-picture strategy, creativity, and connection.
But even with these tools at our disposal, every brand concept and component of our campaigns is still reviewed and refined by human hands. It’s non-negotiable, because we know it’s the only way to truly be sure your marketing aligns with your audience and goals.
At Asen, we use select AI tools to:
- Kickstart brainstorms when we’re looking for a fresh angle
- Speed up the writing process with first drafts and outlines
- Generate earlydesign ideas and quickly mock up visuals
- Save time on simple video tasks like concepting, editing, and script drafting
- Find new ideas to bring social media content to life
- Explore high-level research findings (verified through other channels)
- Help improve efficiency and organization in our processes
Committed to Adapting with Integrity
At the end of the day, great marketing doesn’t come from simply putting words on a page or images on a screen, it comes from creating meaningful connections. That takes more than tools. It takes insight, empathy, and a deep understanding of what drives people to act.
As new technology like AI reshapes the industry, we see it as an opportunity — not to cut corners, but to elevate the way we work. For us, progress only matters if it’s built on a foundation of trust, consistency, and thoughtful decision-making. That’s where integrity comes in. It’s been at the core of how we work for over 40 years, through recessions, the rise of the internet, the social media boom, and now AI.
No matter what comes next, we know one thing for certain: We’ll be here to adapt alongside our brand partners, keeping them informed and helping them move forward with clarity, creativity, and confidence in their marketing.
Ready to work with a team that blends modern tools with timeless, human-centered strategies? Let’s grow together! Reach out to us today to take the next step in your marketing journey.