AI’s expanding role
Panelists also noted that AI shapes consumer behavior and the creative process. First, it’s changing how consumers make decisions, with AI-powered assistants handling tasks like product recommendations, shopping, and content curation. As a result, brands need to rethink how to attract consumers and appeal to the algorithms making choices on their behalf.
“We’re marketing to AI,” Smith noted. “Consumers will increasingly delegate decisions to AI assistants, which means brands must find ways to make their messaging resonate with algorithms, too.”
At the same time, AI is an essential tool for marketers, reshaping how creative teams work and how brands connect with audiences. “We use AI for rapid ideation and validation,” said David Lee, chief creative officer at Squarespace. “It helps us test multiple concepts faster.”
AI is also redefining the creative process. “We are no longer just creating campaigns,” Strandsky explained. “We are curators, refining AI-generated ideas, ensuring alignment with brand identity, and injecting emotion where automation falls short.”
Finding the balance of efficiency vs. authenticity
While AI promises efficiency, it also raises questions about brand authenticity. “Consumers don’t want AI to replace human experiences,” said Tim Huelskamp, co-founder and CEO of 1440. “They want AI to filter out noise, not make decisions for them.”
