Let’s get one thing straight, I love AI.
It writes faster, finds insights I might’ve missed, and sometimes even makes me question if my 18 years of wordsmithing are about to be replaced by a line of code. But every time I watch AI spit out a perfectly structured, grammatically flawless headline, I realize something’s missing. The spark. The human spark.
Advertising has never just been about stringing words or designing visuals. It’s about feeling something, a moment of laughter, nostalgia, pride, or even that lump in your throat you didn’t expect from a 30-second spot. AI can mimic tone, but it can’t feel what it means to be a 27-year-old figuring out life in a new city, or a mom chasing her dreams between school runs (that’s so me, by the way). It can’t smell the rain and think, “That’s what comfort feels like.” But a writer can.
Because the magic in advertising doesn’t lie in the message, it lies in the emotion behind it.
When we write, we draw from memories, from heartbreaks, from late-night conversations and quiet triumphs. That’s what gives a line soul. That’s what makes people stop scrolling.
Sure, AI can optimize. But it can’t empathize. It can automate, but it can’t anticipate that sigh, that smile, that silent connection between brand and human.
Because at the end of the day, humans drive conversations and connections, the kind that make brands relatable and ideas unforgettable.
So, as AI becomes our partner in productivity, let’s remember, data may drive decisions, but humans drive conversations and connections.
And that spark, the one that turns a sentence into a story, a product into a feeling, and a brief into belief, will always belong to us.
Because no matter how advanced AI gets, it still can’t survive a Monday morning brainstorm without coffee, chaos, and a creative yelling, “Hallelujah… it’s approved!” And no, AI didn’t write this, but it definitely approved it.
