The Role of Algorithms in Advertising Strategy and the Creative Rebellion
Algorithms now control over half of global ad spending, and that share is expected to reach 80% by 2027. This means machines handle much of the message delivery. Yet, human creativity remains crucial in deciding what those messages say and how they resonate emotionally.
Bram Meuleman, global head of strategy at Carat, highlights that AI and algorithms influence what we see, how we connect, and even cultural formation. But he points out that the opportunity lies in true human insight, relevant touchpoints, and clear budget accountability. The challenge is that most marketers have access to the same platforms and data, so how data is used creatively makes all the difference.
Owning unique data sources no longer guarantees a competitive edge. Jennifer Dyne, former GM of Ice Cream at Unilever, emphasizes that hyper-personalized marketing is standard now. However, relevance alone won’t cut it — brands must rekindle marketing’s core magic: connection, emotion, and memorability.
Making Personalisation Meaningful
The panel agreed that personalisation must go beyond efficiency to become meaningful. Dan Davies, a storyteller and strategist at Tag, put it simply: artificial intelligence needs to be paired with emotional intelligence.
Being everywhere at once can overwhelm brands with data. But more data doesn’t always mean better insights. Dan warns marketers not to confuse volume with value. “How many have talked to a real customer recently?” he asks. Data should empower decision-making, not dominate it.
Bram adds that there’s no single right answer anymore—there are thousands of possibilities. What counts is fast execution and the ability to act on insights quickly.
Embedding Creativity Throughout the Process
While consumers see the product, creativity should be embedded in every step, from insight generation to media planning. Bram notes that communications planning has been reduced to targeting alone. True relevance comes from understanding context, group identities, and culture. That’s where planning becomes creative.
Algorithms aim for perfection, but people respond to imperfection. Dan points out that flaws are human and make creativity thrive. The panel encourages resisting marketing ideas that are too polished, programmatic, or predictable. Some of the most memorable campaigns break algorithmic rules by focusing on emotion.
Data can highlight the right moment, but creativity makes it stand out. Dan says people want more than to be understood—they want to see themselves in the brand. This means brands must shift from dictating culture to co-creating meaning with their audience.
Balancing Automation and Originality
Chasing algorithmic optimization at the expense of originality is a trap. Bram sees a big opportunity to rethink how creative and production teams are structured, how communications are planned, and how execution happens at speed.
Automation now handles repetitive tasks, freeing up time for creativity and deeper audience understanding. Jennifer suggests reinvesting that time wisely: “I’d put 20% of my budget into one bold, disruptive campaign — no KPIs, no action standards.” In an age where everything can be measured, sometimes the most powerful move is to do something immeasurable.
For marketers and creatives looking to sharpen their skills with AI and automation tools, exploring targeted training can help balance data-driven precision with creative impact. Check out Complete AI Training’s courses for marketing professionals to learn practical ways to integrate AI without losing the human touch.
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