70% of ads without people, 15% of roles cut: AI era or the end of marketing creativity?
The Financial Times has described the end of a golden age for “creative genius” campaigns and the rise of code and models in their place. Reports that a large share of ads can be made without people, and that some teams are being cut, have made the fear concrete.
The useful question is not whether AI replaces creativity. It is which parts of the job were never creative to begin with — resizing, variants, first drafts — and which parts still need taste, culture, and accountability.
At PTT we treat AI as production leverage, not a substitute for strategy. The teams that win will be smaller on repetition and stronger on insight, brand, and measurement.
The Financial Times has described the end of a golden age for “creative genius” campaigns and the rise of code and models in their place. Reports that a large share of ads can be made without people, and that some teams are being cut, have made the fear concrete.
The useful question is not whether AI replaces creativity. It is which parts of the job were never creative to begin with — resizing, variants, first drafts — and which parts still need taste, culture, and accountability.
At PTT we treat AI as production leverage, not a substitute for strategy. The teams that win will be smaller on repetition and stronger on insight, brand, and measurement.
