AI is now evolving from a production-only tool to a creative collaborator. Today, big advertising agencies are using AI as a teammate and not just a substitute. It’s less about algorithms replacing creatives and more about AI becoming a creative partner—helping brands listen, connect, and respond in ways that feel personal, emotional, and real. Brands are realising that efficiency is great, but connection is better. And with AI, you can have the best of both worlds
1. Personalisation at Scale
One of AI’s biggest functionalities is personalisation—and Gen Z longs for it. They want content that feels like it knows them, and AI helps brands deliver just that. Beverage brands have used AI to generate hyper-local ads tailored by region or even neighbourhood, making global brands feel like local favourites. AI-powered recommendation engines are helping retailers target audiences based on their mood, the weather, or even recent browsing habits. It’s marketing that feels less like selling and more like helpful suggestions from a friend.
2. Humanised Chatbots & Brand Interactions
Today’s AI chatbots aren’t just robots reading out FAQs. They’ve got personalities of their own. You can actually set their tone—whether you want them to sound friendly and chill or more polished and professional. Some even crack jokes. When done right, these bots don’t just answer questions—they make consumers feel understood.
3. AI as a Creative Co-Pilot
AI is also stepping into the creative process—helping in writing scripts, brainstorming campaign ideas, or even designing ad visuals. But the goal here isn’t to replace creatives but to give them tools to explore, experiment, and get to the “aha” moment faster.
Nowadays, agencies are using AI tools to:
Generate mood boards from voice prompts.
Write first drafts of ad copy.
Mock up dozens of visual variations in seconds.
The final touch? Still human. But AI definitely helps you get there faster.
4. Emotionally Resonant Storytelling
Some brands are pushing boundaries by using AI to reimagine emotional storytelling. From recreating nostalgic voices to building interactive, personalised stories, AI can help scale emotions across thousands and millions of users. The trick here is to use AI to enhance emotion and not fabricate it. When AI is used to support a strong human idea, it amplifies the idea, but when it’s used to replace one—it falls flat.
5. Avoiding the Pitfalls: AI Slop and Over-Automation
As exciting as AI is, it comes with its own risks. Poorly used AI can lead to what many call “AI slop”— content that’s technically correct but emotionally empty. Some early AI ads missed the mark—misaligned visuals, confusing messages, and lack of brand warmth. The lesson to be learned? AI still needs a human editor, and automation should support the idea—it cannot be the idea.
6. Ethics, Transparency, and Trust
With AI involved so much in the creative process, the brand needs to maintain transparency. Now brands are openly sharing when and how they are using AI—whether it’s an AI-generated voiceover or deepfake content. Trust is the defining factor in the AI age. Consumers want to know when they’re talking to a bot or when content has been machine-made. Brands that are upfront about this build stronger, longer-lasting relationships with their users.
Key Takeaways:
- Using AI to Humanise Your Brand Let AI amplify your creative voice but not replace it.
- Use personalisation to make people feel connected, seen, and understood.
- Blend automation with empathy—especially in customer interactions.
- Stay transparent. Let your audience know when AI is involved.
Tiny Orbit’s Perspective
AI cannot replace advertisers—but advertisers who use AI thoughtfully can replace those who don’t. The real magic happens when you let the tech do the heavy lifting, but make sure the soul of the story still comes from you.” The brands that strike that balance will definitely grow faster and build deeper, genuine, and long-lasting connections with their audiences
