Everything on Creativity

AI raises the creative floor, but human ingenuity vaults the ceiling. Marketers must use AI for process efficiency while reserving human creativity for semantic meaning and original thought to avoid sameness.

Impact: Maintains brand distinctiveness and emotional resonance by leveraging human creativity where AI cannot replicate meaning or originality.

— from Marketing Strategy, AI Governance, and CMO Evolution · Masters of Scale· Jun 30, 2026