By Tom Pfister

AI is changing the way we create and innovate, especially in marketing. We can write captions, generate ideas, make images, summarize research, and help teams move faster. Because of this, a lot of people are asking me the same question: is AI killing creativity, or is it helping unlock it?

I think the answer depends on how we use AI or KI as my German colleagues call it.

AI can make creativity feel more generic when marketers rely on it too much. Since we all are using the same tools and similar prompts, a lot of AI-generated content can start to sound the same. It may be polished, but that does not always mean it is original or interesting. One study I found that AI can help all of us create stronger work, but it can also make ideas less diverse and unique. This shows that AI can be useful, but it should not replace human thinking.

At the same time, AI can also help us to be more creative. It can be a starting point when someone feels stuck, or it can help organize ideas faster. For marketers, AI can support things like personalization, brainstorming, and content creation. But the human part still matters. Our audiences are the ones who understand emotion, culture, humor, timing, and what actually feels meaningful to an audience.

The best way to use AI is not to treat it as the final creator, but as a creative personal assistant. AI can give options, but people still need to decide what feels right, what fits the brand, and what will connect with others. Creativity is not just about making something quickly. It is about making something that feels thoughtful, original, and human. So take time to reflect, debate and keep your audience in mind.

So, AI is not automatically killing creativity. It can unlock creativity when it helps people think, experiment, and save time. But it can hurt creativity when people use it as a shortcut and stop adding their own perspective. In the future, the most creative brands will probably not be the ones using AI the most. They will be the ones using AI in a way that still feels personal, intentional, and different.

AI can help create content, but humans are still needed to give that content meaning. So who does not want an efficient personal assistant  on hand so I gain more time to explore, experiment and be more creative. 

Sources:
https://arxiv.org/abs/2505.17241
https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/unlocking-the-next-frontier-of-personalized-marketing
https://mitsloan.mit.edu/press/does-generative-ai-actually-enhance-creativity-workplace
https://arxiv.org/abs/2604.19799