“…despite resistance, the embrace of AI in marketing feels increasingly inevitable: 79 percent of marketing teams are planning to expand AI adoption in 2025, according to a report by AI marketing platform Jasper. Fashion companies including Revolve, Coach and Anthropologie have embraced AI tools across a variety of marketing functions, including product discovery, digital twin creation, SEO and more.

The goal, for most, is to harness AI as a tool to support human creativity rather than replace it. The ad agency VMGroupe, which uses AI to visualise concepts, revitalise content and create content from scratch, launched its own AI content creation suite last week with the goal of helping its clients view AI as an “intern” able to assist with their creative processes, rather than something to be feared or relied on too heavily.

“Anything that’s new, revolutionary, cool, disruptive and different is going to upset people. It’s the nature of evolution,” said Addia Cooper-Henry, VMGroupe’s founder. “AI will never replace us. Don’t fear things that can help expand your brilliance … How do you evolve and adapt your role?”

The Content Creation Quandary

Already, AI-assisted content creation has emerged as one of the most popular ways for marketers to tap its power. Copywriting, for instance, is one of Jasper’s most sought-after applications. It can be used for everything from writing descriptions across product catalogues for brands like Adidas, to Ulta Beauty using it to generate a campaign brief and corresponding copy for various facets of its 2024 summer beauty sale, including mobile marketing messages, emails and landing pages.

AI-generated content, however, is only as strong as the quality of its human input. According to Cooper-Henry, the process of developing a concept and framework and then creating visuals using AI is similar to putting together the script for a real campaign.

“With AI, we can actually show, almost to perfection, what our minds are thinking, and then share that with a marketer,” said Cooper-Henry, adding that AI can take cues from archival imagery, but update it for a modern consumer. “Now, all of a sudden, you have a whole new perspective and campaign and content that’s obviously going to go viral, but still fully imbued with your brand DNA.”