How Creatives, Marketers, and Tech Teams Are Collaborating With AI to Deliver Better Content Faster

Building a Power Trio of Creatives, Marketers, and Tech

Marketing and creative teams often operate differently, but both share a clear goal: produce fresh, relevant content that delivers results quickly and at scale. Recent discussions with industry experts reveal how combining creatives, marketers, and technology can modernize content workflows effectively.

Breaking Down Silos

Technology, when used well, can remove barriers between creative and marketing teams. Varun Parmar, general manager at Adobe GenStudio, points out that putting these teams on a single platform creates transparency. This visibility helps everyone understand what content performs and what doesn’t, improving collaboration and outcomes.

Kelly Maclean from Amazon Ads highlights another challenge: fragmentation in connected TV (CTV). The focus there is on building tools that target the right audience by layering trillions of signals, ensuring marketing efforts reach people with precision.

The Role of AI

AI acts as a bridge between creative and marketing efforts. Nuno Leal, a strategist at EY, notes AI’s strong presence on the performance side and predicts generative AI will increasingly assist creators by amplifying their work. Success comes from combining technology with process improvements, skills development, and training.

Some creatives worry AI might replace them, but Evan Giamanco of Warner Bros. Discovery clarifies that AI aims to assist, not replace. By automating routine tasks like brief generation or creating multiple versions for different markets, AI frees up time for more creative work.

Investing in Training

Integration between teams and workflows depends largely on education. Leal emphasizes the need for foundational knowledge to communicate effectively across functions and deliver the best results.

Parmar shares that initial dissatisfaction with AI outputs often stems from insufficient training. Adobe addressed this by bringing in AI-native talent—recent graduates comfortable with AI—and pairing them with experienced marketers. This approach improved acceptance and outcomes.

Giamanco sums it up well: having the right people, processes, and platforms is essential, but without solid training, even the best technology falls short.

Getting Started

Even with AI integrated, organizations can stumble when optimizing their content supply chain. Leal advises finding a balanced approach—embracing AI as a key part of the business while focusing on building foundational capabilities in select areas.

Parmar recommends starting with an unmet or underserved need. Demonstrating clear value in a small area can quickly gain internal support and pave the way for broader adoption.

For those looking to build skills in AI and enhance collaboration between creative and marketing teams, exploring targeted AI training courses for marketing professionals can be a practical next step.