Episode 21: Has AI Changed Marketing, or Are We Just Using Better Tools?

In Episode 21 of Influencing Outcomes, Nathan Powell, Eliza Lewis and Terri Owens explore one of the biggest questions facing marketers today: has AI genuinely transformed marketing, or are most businesses simply using it to work a little faster?

Drawing on new research from Boston Consulting Group and Fabulate's experience producing more than 100,000 AI-assisted creative assets, the discussion examines the difference between AI adoption and true AI transformation. The team explores why redesigning workflows matters more than experimenting with new tools, how AI is changing the economics of content production, and why better briefs, stronger strategy and human creativity have become even more valuable in an AI-powered world.

Rather than asking whether AI will replace creators or marketers, the episode asks a more important question: what becomes more valuable when production is no longer the constraint?
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AI Adoption Isn't the Same as AI Transformation

Artificial intelligence has become part of almost every marketer's toolkit, but using AI isn't the same as transforming a business.

Drawing on new research from Boston Consulting Group, the episode explores the difference between AI adoption and AI transformation. While almost every CMO surveyed believes AI is driving transformation, only around a third have fundamentally redesigned the way marketing actually works.

That distinction matters. Organisations gaining the greatest advantage aren't simply adopting new tools. They're redesigning workflows so AI becomes embedded into the way work gets done, rather than just another application employees use throughout the day.

AI Is Solving Business Problems, Not Technology Problems

The conversation around AI has changed dramatically over the past year.

Instead of asking whether AI can generate realistic video, brands are now asking practical questions. Can we update packaging without another creator shoot? Can we localise campaigns into multiple languages? Can we extend campaigns without reshooting content?

AI is becoming less visible as a technology and more valuable as part of the production process. Rather than replacing creativity, it's helping marketers get more value from the creative investments they've already made.

AI Makes Strategy and Creators More Valuable

One of the biggest myths surrounding AI is that it will replace marketers and creators.

The panel argues the opposite.

AI is exceptional at executing instructions, but poor briefs still produce poor outcomes. That makes strong strategy, clear creative direction and experienced marketers even more valuable than before.

The same applies to creators. Their value has never been the ability to hold a camera. It's the trust they've built with audiences, their understanding of culture and their ability to communicate authentically. AI can't replicate that. What it can do is help brands extend the value of creator content through localisation, adaptation and campaign optimisation.

The Future Belongs to Better Ideas

Rather than asking whether AI will replace creators, marketers or agencies, the episode suggests we should be asking a different question.

What becomes more valuable when production is no longer the constraint?

History offers a useful guide. CGI didn't replace filmmakers. It removed production limitations and allowed better stories to be told. AI is likely to follow a similar path.

As content becomes easier to produce, imagination, strategic thinking and creative judgement become the true competitive advantage. The marketers who succeed won't simply be the ones with access to the best AI tools. They'll be the ones who know how to use those tools to create ideas that people actually remember.

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