Infographic of a Purple Cow
Generative AI has become one of the most talked-about technologies in marketing—and for good reason. But beyond the buzz, what does it actually do? And why should it matter to your campaign strategy?
At its core, generative AI refers to tools that can create original content—like copy, images, video scripts, or even campaign ideas—based on simple inputs or prompts. But it’s not just about churning out content faster. It’s about building responsive, data-informed campaign systems that can evolve alongside your audience’s behaviour.
Think of it like Trent Alexander-Arnold’s hybrid role at Liverpool—nominally a right-back, but stepping into midfield to dictate tempo and switch the play. Generative AI is playing a similar role in your marketing setup. It’s no longer sitting quietly in the background—it’s stepping up, shaping strategy, and making key passes across every stage of the campaign. From product launches to performance pivots, it’s become an indispensable playmaker in your squad.
From Creative Kick-Off to Adaptive Execution
Take tools like Jasper or Writer. These platforms don’t just spit out content—they help shape your campaign’s messaging with surprising nuance. These aren’t just content spinners; they’re context-aware collaborators. Give them a brief, and they’ll return with aligned messaging options that reflect your tone, audience intent, and campaign goals. They’re particularly handy when running multichannel campaigns that demand consistency across formats and touchpoints.
But the magic doesn’t stop at launch. According to McKinsey, the real power of generative AI lies in dynamic testing, optimisation, and personalisation:
“Generative AI allows marketers to run thousands of micro-tests and quickly optimise based on real-time performance data.”
This means that instead of running one A/B test and waiting for results, you can run hundreds of variations, assess traction, and scale the winning assets—all before your morning coffee kicks in.
Predictive AI: From Reactive to Proactive
Meta’s Business AI team recently hinted that its upcoming generative features will begin offering predictive campaign suggestions by Q3 2025, based on live behavioural data. This takes us from static performance reports to real-time insight engines that recommend changes before drop-offs happen.
Think of it as moving from a highlight reel to a live match analysis that changes formation mid-game. That’s the kind of agility marketers have dreamed of—and generative AI is finally delivering.
Where to Plug It In: Strategic Applications
Here are a few campaign stages where generative AI is already making a difference:
1. Briefing & Ideation
Quickly transform insights and research into structured campaign narratives, headlines, and concepts.
2. Creative Production
Generate asset variations at scale—copy, images, video scripts—while maintaining brand tone and message hierarchy.
3. Channel Personalisation
Localise or adapt content for different audience segments, platforms, or languages with minimal manual editing.
4. Real-Time Optimisation
Analyse engagement and conversion signals in-platform, then automatically adjust messaging or creative.
5. Post-Campaign Analysis
Turn performance data into executive-level summaries or next-step action plans without opening a spreadsheet.
It’s Not About Replacing Talent. It’s About Elevating It.
Generative AI isn’t here to replace marketers—it’s here to scale great thinking. As HBR put it:
“Companies that integrate generative AI into their strategy most effectively do so by redefining roles and retraining teams—not replacing them.”
That means giving marketers more room to do the work that matters—strategic insight, emotional intelligence, brand building—while offloading the repetitive tasks that slow campaigns down.
Final Whistle: AI Is the Utility Midfielder, Not the Star Striker
If your current marketing workflow still runs like a traditional 4-4-2—fixed roles, rigid plays—you’re going to get overrun. AI isn’t your flashy forward; it’s your Fede Valverde: an indispensable utility player, adapting across the pitch to fill gaps, feed data, and create new lanes of attack.
Those who embrace it won’t just move faster—they’ll build smarter, more responsive campaigns that evolve in real time.
The playbook has changed. And generative AI isn’t just part of the plan. It is the plan.
Ref: https://hbr.org/2025/03/how-should-gen-ai-fit-into-your-marketing-strategy
Brand or Performance? Wrong Question.
For years, brand building was seen as the slow burn of marketing—a noble pursuit reserved for when the business had enough budget, bandwidth, or patience. Performance marketing, meanwhile, was the obvious choice for growth-hungry teams: immediate, trackable, ROI-driven.
But here’s the problem: we’re not playing by old rules anymore.
In a hyper-competitive market where new players are emerging overnight, tech is evolving at lightning speed, and attention spans are shrinking by the scroll, the idea that brand building is a long-term luxury simply doesn’t hold up.
According to a 2023 HBR article, the traditional divide between brand and performance is no longer productive:
“Companies that successfully integrate brand and performance marketing are the ones best positioned to grow—and grow sustainably.”
The Myth of ‘Later’ Branding
Too many CEOs treat brand investment like a retirement plan: do it now, maybe see results down the line. But the reality is that a strong brand doesn’t slow performance—it accelerates it.
Think about it: in an age where AI tools can replicate features, design, and even tone of voice, your brand is your only true moat. It’s the signal in a sea of noise. It builds memory, trust, and differentiation—fast.
And when done right, brand doesn’t just support growth. It drives it.
Brand x Performance: A Power Duo, Not a Trade-Off
Here’s what happens when you stop treating brand and performance as two separate teams:
- Lower CAC: A recognisable brand improves click-through rates and conversions.
- Faster Trust: Brand equity reduces friction in the funnel.
- Stronger LTV: People come back—not just because of retargeting, but because they believe in what you offer.
- Better Retention: Strong brands turn customers into loyalists—people who stay longer, spend more often, and explore more products over time.
In other words, a well-positioned brand makes performance more efficient.
Why Speed Matters More Than Ever
This isn’t about investing in abstract concepts. It’s about building mental availability—quickly. You want to be top of mind before someone even realises they need your product.
If you’re launching in a category where new tools pop up weekly, you can’t afford to wait. You need:
- A sharp positioning that cuts through
- A visual identity that travels fast
- A tone of voice that sticks
And you need to do it now, not when your pipeline “stabilises.”
Branding in the AI Age: More Important, Not Less
As AI democratises access to content, design, and production, differentiation comes from the brand story, not the feature list.
Performance gets people in the door. But brand is what keeps them inside—and turns them into advocates.
Final Whistle: Stop Choosing, Start Combining
The smartest teams today don’t pick sides. They build brands that are designed to perform—measurable, memorable, and magnetic.
Brand is no longer a luxury or a long-term side quest. It’s your growth engine.
And if you’re not building it now, someone else is. Faster.
