Marketers should keep final creative assets human-made

Hector Serrano argues that the most effective marketers are "allergic to AI" when it comes to final creative outputs. He observes that top AI labs and successful brands rely on human teams for the final production of assets, including video editing, design, and post-production, to ensure quality and authenticity. Serrano warns that using AI to generate low-quality ads, videos, or statics can backfire, as audiences are increasingly turned off by obvious AI-generated content that may contain typos or jumbled writing. He suggests that while AI can be useful for internal automation or research, the final product visible to customers should be human-made to cut through the noise of low-quality AI content. This approach allows brands to focus on quality over quantity, creating a more genuine connection with users who are fatigued by automated content.