Where should we use AI in marketing creative production?

Choose AI applications by the audience need and brand purpose they serve, rather than by the novelty of the technology. Understanding customers, communicating with purpose and building a strong brand remain the starting points for creative production. The useful question is not simply whether AI can make content faster, but whether it can make an experience more meaningful or relevant.

Identify one or two things your brand could do particularly well, then explore how AI could help build an experience around them. Combine hands-on experimentation with professional expertise: access to generative AI tools alone does not produce quality creative work.

A 2025 survey by Content Marketing Institute and MarketingProfs found that 95% of B2B marketers, mostly in North America, said their organisations use AI-powered applications, while 68% described their AI approach as exploratory or developing. Treat experimentation as a way to strengthen customer connections, not a race to use more AI.

Use prototypes to make creative possibilities available for people to interrogate, validate and select. In the work for G42's Supercharged event, strategists, designers, writers and developers collaborated for weeks, using AI to rapidly prototype ideas and accelerate content creation. Human imagination shaped the approach; the team did not leave the model to determine what the experience should be.

Bring different creative and technical disciplines together before settling on a direction. Use AI to explore ideas, then have the team examine the possibilities and choose what works. The practical value lies in combining rapid generation with informed selection, rather than treating generated material as a finished creative decision.

The team reported positive audience reactions at G42's Supercharged event in June. The lesson for creative production is to give people room to imagine and test possibilities, while keeping responsibility for creative direction with the team.