AI is making creation easier, but is it weakening ideas?
For marketers, speed and scale have quickly become the default AI promise.Teams can draft more, test more, and publish more. But when everyone is chasing efficiency with the same tools, AI is no longer the impressive part. Research on generative AI helps explain why: while AI can improve individual output, it can also make collective output more similar.
Robert Rose provides a useful frame for this tension in a recent Content Marketing Institute article on Cannes Lions’ new AI Craft category, stating that using AI is not the same as crafting with it.
With the bar for AI work getting higher, that distinction matters. The real test for marketers will be asking whether AI actually made their work stronger, not just possible.
The next generation of standout marketers may be the ones who put their AI work through that test and turn AI back into a source of advantage.