What Marketers Really Think About Creative and AI
M+C Saatchi Performance, a global performance marketing agency, has shared new insights from their latest survey, The Marketer’s Lens: What Marketers Really Think about Creative and AI. This report focuses on how marketers perceive the intersection of creative work and AI tools in performance marketing.
The study examines three key areas: Commerce Media, Creative and AI, and Media Measurement, with this installment zeroing in on creative development powered by AI. The goal is to offer a clear view of how marketing teams are adapting as AI becomes part of their toolkit.
Creative Teams Face Significant Pressure
Marketers reveal that creative teams are stretched thin when it comes to time, budget, and resources. Specifically, respondents identified these areas as needing improvement:
- More budget (63%)
- More resources (48%)
- More time (47%)
AI is no longer a fringe tool but a mainstream part of creative workflows. Over 60% of marketers plan to increase their use of AI tools over the next year. AI helps meet the demand for faster, personalized content across multiple platforms.
Yet, AI is not a set-it-and-forget-it solution. Human oversight remains crucial to ensure creative output stays impactful and true to brand values. As one creative lead put it, the best outcomes come from combining AI efficiency with human creativity.
Creative Refresh Cycles Are Accelerating
Traditional long campaign refresh cycles are fading away. The survey shows that 80% of marketers use AI to update creatives daily or weekly. In contrast, only 4% rarely use AI in their creative process.
Despite widespread adoption, about half of respondents still have concerns about AI in creative work. Common worries include brand alignment, emotional nuance, and strategic direction. This underscores the need for a balanced approach — let AI handle volume and speed, while humans maintain quality control and brand consistency.
Key Takeaways for Creative and Marketing Professionals
- AI is essential for scaling content and meeting platform demands but should support, not replace, human creativity.
- Creative teams need more budget, time, and resources to get the most out of AI-powered workflows.
- Frequent creative refreshes powered by AI are becoming standard practice, enabling marketers to stay relevant and responsive.
- Human oversight ensures AI-generated content aligns with brand strategy and emotional impact.
If you want to sharpen your skills with AI tools in marketing and creative roles, consider exploring targeted courses on Complete AI Training. Staying informed about AI’s potential and limitations helps you strike the right balance in your creative process.
AI-driven creative development is now an essential part of performance marketing. The challenge is to use AI for efficiency without losing the human touch that makes campaigns memorable and effective.
