AI Can HelpMarketers Be More Brave

Many marketers are turning to AI to increase speed and efficiency, but this emphasis on safety and predictability may come at the cost of creativity. While artificial intelligence is commonly used to fine-tune campaigns and scale efforts, there is rising concern that playing it safe could damage brand reputation and lower profit margins.

Today’s marketing environment is filled with AI-driven tools that focus on optimisation, personalisation and automation. Although these systems help deliver more efficient campaigns, they can also take away the bold originality needed to truly capture consumer attention. A recent industry report shows that only 13% of businesses are taking creative risks, despite data revealing that brave brands achieve profit margins up to four times higher.

This cautious mindset is already having an impact. One in four consumers is now less likely to engage with brands that rely on generic and forgettable messaging. At the same time, standout campaigns, such as those recently recognised at Cannes Lions, show that bold and unconventional ideas still deliver strong results when paired with intelligent risk-taking.

AI is not just a tool for faster output. It can inspire bold thinking. When used in creative ways, large language models can help teams challenge assumptions, explore emotional depth and simulate how audiences might respond, all without immediate risk. By using AI platforms for experimentation, brands can develop bold concepts at a low cost and test how well they resonate in safe and data-led conditions.

There is a clear chance for marketers to go beyond using AI only for efficiency. Instead, they can leverage it to support greater human imagination. Rather than delivering cautious ideas at scale, leading teams are now using AI to discover, shape and justify more daring creative solutions. In a crowded market, the riskiest move may not be trying something bold, but creating nothing that stands out.

Source: Australian Financial Review, Content Grip, Harvard Division of Continuing Education, Survey Monkey