AI Can’t Kill Creativity – But It Will Expose Mediocrity
By Kimberly Heismann, Emotiva
Creativity Reimagined with AI
Marketing legend Seth Godin believes AI is here to change, not replace, creativity in marketing. That’s right—while some people fear AI will take their jobs, Godin thinks it’s more likely to inspire new ideas and help marketers be even more creative.
Tools like ChatGPT make people excited (and maybe a little nervous), but for true creatives, AI can be a new way to break out of the ordinary. This article explores how AI can push us to be bolder in our work and make a greater impact.
Spoiler: it’s time to get excited about what’s possible!
Who Should Worry? Maybe the So-So Creatives
According to Godin, it’s only the meh creatives who should be worried about AI. If you’re just churning out basic, recycled ideas, then sure, AI can step in. It’s like the invention of photography—when cameras came along, painters who focused on realistic scenes couldn’t compete, but artists who painted from their imaginations?
They had nothing to fear. The same goes for marketing: If you’re bringing fresh, original ideas to the table, AI isn’t going to replace you. But if you’re just making the same old content, well...let’s just say AI might be looking over your shoulder!
Think Bigger: Go Beyond Basic Marketing
Godin challenges marketers to ditch shallow tricks and start aiming for work they’re truly proud of. Instead of creating “pretty good ads for average products,” why not go deeper? Don’t settle for quick wins—aim for something meaningful.
Brands like Patagonia and Allbirds don’t just sell eco-friendly products; they share a bigger story about protecting the planet. AI can help with the basics, but it’s up to us to add the magic that turns a product into something people actually care about.
Time to Trade Vanity for Curiosity
Let’s be real: we all spend way too much time on social media, trying to look perfect. But Godin says we’d be better off trading that time for learning about AI. Diving into AI tools might feel a little intimidating at first, but it can lead to huge growth.
Godin’s advice is blunt: stop scrolling and start learning! Companies like Unilever are already using AI to explore ways to be more sustainable. If they’re doing it, why not us? Sure, we might make a few mistakes while learning, but isn’t that better than wasting hours trying to get the perfect selfie angle?
Stand Out by Finding Your Smallest (But Most Loyal) Audience
To stay relevant, Godin says marketers should serve their “smallest viable audience.” Translation? Find the people who would truly miss you if you disappeared. Look at Oatly, for example.
They’ve created a loyal following of oat-milk fans who love the company’s transparent and quirky voice. Oatly isn’t trying to win over everyone; they just want to connect with people who care about the same things they do.
If we can build strong relationships with a dedicated audience, we can thrive even in a world where AI takes over more routine tasks.
Bring People Together to Make Real Change
Instead of creating ads that just sell, Godin believes marketers should help people feel comfortable discussing big ideas—think climate action or sustainability.
This means giving early adopters, those people who are quick to try new things, a place to express their thoughts. Companies like Climeworks, which is all about carbon removal, do this by sharing their message and building a community of people who care about tackling climate change.
AI can support this kind of marketing by helping brands find and connect with people who share their values, but it’s the personal touch that makes the real difference.
Go Big or Go Home: Why the Future Needs Bold Marketers
For Godin, the future belongs to marketers who take risks and refuse to play it safe. Tesla didn’t become a leader in electric vehicles by following the crowd; they created a whole new way of thinking about cars and the planet.
AI offers tools that can help us experiment and take creative risks, but we need to remember that the magic comes from our willingness to go where no one else has gone.
In a world where anyone can run a basic ad, only the bold will stand out.
In Conclusion: Will You Lead or Follow?
So here we are at the fork in the road. As AI continues to change the game, marketers have a choice: be bold and lead, or play it safe and risk being left behind.
The secret to staying irreplaceable is to embrace AI as a way to do better, more exciting work. Emotiva’s research backs this up, showing that emotionally engaging content keeps people interested and speeds up their decision-making.
So, are we going to push the boundaries and keep our place at the top? Seth Godin would probably say, “Why not go for it?” The future of marketing belongs to those who aren’t afraid to make waves.
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