update: creative systems don't wait*
*12 months ago, this was an idea. today, it's how performance teams ship faster. Cuttable is now live with hundreds of brands across australia, new zealand, and the united states. performance doesn't pause. neither should your creative.
Book a demo and see how we upgrade workflows, not just tools.
Here's an uncomfortable truth: AI isn't just coming for advertising's formulaic work; it's already mastering our most celebrated creative formats. And nowhere is this more evident than in manifesto advertising.
You know the type, those grandiose campaigns where every brand wants to change the world. A sneaker becomes human potential incarnate. A car transforms into the very essence of freedom. The dramatic voiceover. The soaring music. The purpose-washing is so thick you could drown in it.
The industry's dirty secret? AI is already outperforming humans at these emotional, purpose-driven narratives. At my advertising technology company, we've seen machine learning systems analyse thousands of successful campaigns and produce work that not only matches but often exceeds traditional creative output. It can identify emotional triggers, craft compelling narratives and generate fresh content that resonates more deeply with audiences than many human-written alternatives.
This isn't another story about AI handling the mundane while humans focus on the meaningful. The reality is more profound: AI is reshaping what we consider creative excellence. It's not just learning our formulas, it's discovering patterns and possibilities we haven't even recognised yet.
We're entering an era where AI isn't just a tool for optimisation, it's becoming the primary creative force. While many agencies still debate AI's role, the technology is already pushing creative boundaries, finding new ways to forge emotional connections and uncovering insights that humans might have missed. The future of advertising won't be divided between AI and human creativity, it will be dominated by AI's expanding creative capabilities. Each advancement in machine learning reveals new potential for emotional resonance and cultural impact. What we once considered uniquely human territory is increasingly becoming AI's playground.
For advertising professionals, the message is clear: if you're still thinking of AI as just an assistant or optimisation tool, you're missing the revolution. The agencies that will thrive are those that recognise AI not just as a catalyst for creativity but as a creative powerhouse in its own right.
The future won't be found in expensive, grandiose manifestos about changing the world – it will emerge from AI's ability to understand, connect, and move people in ways we're only beginning to comprehend. The writing isn't just on the wall, AI is generating it, and it's improving daily.
The time to evolve is now. The question isn't whether AI will transform advertising – it's whether we're ready to embrace a future where AI leads creative innovation rather than just supports it.
