Balancing creativity and AI
Despite AI’s rapid adoption and clear efficiencies, panelists stressed that human creativity remains irreplaceable. “We’re at risk of over-relying on tools while under-investing in the fundamentals of great marketing,” explained Ruebensaal. “AI can’t replace knowing your customer or crafting a unique brand voice.”
Dustin Callif, president of Tool of North America, shared an example from Starburst’s recent campaign to highlight this point. Starburst used AI to generate 84 unique versions of an ad to combat Gen Z’s ad fatigue. “AI allowed us to execute on the creative vision—delivering different experiences while staying true to the brand’s essence,” he explained. But he also cautioned that strong strategic human insights must guide AI. “The tools won’t fix weak creative. They’ll only amplify what’s already there.”
Addressing IP and copyright concerns
Panelists noted that safeguarding intellectual property is one of the most pressing challenges in AI adoption. “Not all AI models are created equal,” Elsakr warned. But Adobe’s Firefly, she emphasized, is built on commercially safe data so that brands retain control over their creative assets.
The threat of AI-driven infringement is particularly critical in industries like fashion, where counterfeit products and AI-generated knockoffs are proliferating. “What’s happening is people are not only recreating our products. They’re taking all of our creative, and they’re smacking a new face on it,” Jen-Ai Notman, vp of marketing at Blogilates, shared. “The scale of piracy is accelerating.”