Generative artificial intelligence is becoming increasingly integrated into our work
In recent years, marketing communications have undergone a significant transformation under the influence of generative artificial intelligence. The pace of communication has never been faster—and to keep up, relying on tools that automate certain processes has become essential.
One of the biggest advantages of using AI in agency work is the acceleration of operational workflows—ranging from text and visual content creation to market research, media buying and monitoring, and reporting. AI can quickly generate content, spark ideas, streamline production, and often simplify creative tasks for those who may not have formal training in specific areas. If you have an idea and some talent, AI can help you deliver core production needs quickly and efficiently.
Still, it’s crucial to recognize the limitations. There are many areas within marketing communications where shortcuts simply don’t work—most notably, strategic thinking. Developing communication concepts, plans, and strategies demands more than just access to information. It requires critical thinking, the ability to connect the dots within a broader context, and a deep understanding of the client’s industry.
The same applies to relationship-building with key stakeholders—journalists, influencers, partners, and even internal teams. Human connection, intuition, and emotional intelligence remain irreplaceable. And in disciplines like experiential marketing or event management, personal presence and real-life interactions are still vital to success.
That’s why we see artificial intelligence as more of an agency assistant. It brings value and functionality to the table, but it’s still in a stage of development where human expertise is essential to achieve results that meet professional standards. AI can meaningfully support experienced agency professionals—designers, copywriters, account managers, and planners—but it’s no substitute for years of human experience and engagement.
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