For years, AI was seen as a tool for data analysts and performance marketers. In 2025, it’s now sitting firmly in the creative department too. From copywriting to visual design, AI is changing how creative teams are built, how campaigns are tested, and how marketers measure success.
So what does this mean for brands? And how should creative teams adapt without losing the human spark that makes campaigns resonate?
1. AI is Becoming the First Draft
In many agencies and in-house teams, AI is no longer a “nice-to-have”. Tools like ChatGPT, Midjourney, and Jasper are being used to generate first-draft copy, concept visuals, and even storyboards.
This doesn’t replace creatives, it frees them. Instead of starting from a blank page, teams can spend more time refining and improving ideas.
Takeaway for brands: Treat AI as an assistant, not a replacement. Human creativity + AI speed = faster campaign cycles.
2. Campaign Testing is Hyper-Accelerated
Traditionally, running A/B tests on creative required time and resources. Now, AI platforms can auto-generate 20+ variations of headlines, images, or CTAs, and feed them into ad platforms for testing.
The result? Creative optimisation cycles that used to take months now happen in weeks or even days.
Takeaway for brands: Build testing into your workflow. Don’t just launch one “big idea”, launch dozens of variations and let AI + audience data show you what sticks.
3. New Skillsets are Emerging
With AI tools becoming standard, creative teams are hiring differently. We’re seeing demand for:
- Creative strategists who understand brand + data.
- Prompt engineers who know how to get quality outputs from AI.
- Editors and curators who ensure brand tone and quality.
Takeaway for brands: Upskill your team. Don’t just hire “designers”, hire adaptable creatives who can work alongside AI.
4. The Risk: Homogenised Creativity
The danger of relying too much on AI? Everyone’s campaigns start to look and sound the same. AI is trained on existing data, which can lead to recycled styles and clichés.
Takeaway for brands: Keep humans in the loop. Use AI for speed, but rely on your team for originality. AI is no longer creeping into the creative process, it’s redefining it. Brands that adapt will gain speed, scalability, and sharper insights. Those that don’t risk being outpaced.
The future of creative teams isn’t human or AI. It’s human plus AI.
For more insights, download our ebook: Emerging Trends in Digital Advertising (October 2025).
