Every marketing team I talk to is getting the same pressure right now: Use AI. Move faster. Do more with less. So they do. The issue? The creative comes back looking like AI. Generic, off-brand, and not scalable. But here’s what I’ve figured out after watching dozens of teams try this: the problem isn’t AI. It’s that AI without creative direction doesn't give you value. The teams shipping hundreds of assets without burning out? They’re not replacing creatives with AI. They’re pairing senior tale
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