Why a Real Marketing Team Still Matters in the Age of AI
AI has transformed the way we produce marketing content at Stovin. I’ve moved much of my graphical workflow towards ChatGPT because it allows ideas, concepts and advertising artwork to be developed remarkably quickly.
But AI also has boundaries — and that demonstrates why a real marketing team still matters.
Some Campaigns Still Need Real Photography
There are perfectly legitimate advertising campaigns where a business may want glamorous, provocative or body-focused photography. Fashion, swimwear, lingerie and modelling are obvious examples.
AI platforms have their own rules governing what imagery they will generate. That means you can’t assume an AI system will produce every creative concept a marketing campaign requires.
When appropriate adult imagery is required, professional models, photographers and designers can produce original photography instead.
In that sense, even something as simple as showing cleavage or breasts in appropriate adult-oriented marketing can demonstrate something important: there are real people behind the campaign rather than every image simply being generated by AI.
AI Is a Tool, Not the Entire Marketing Department
At Stovin, I see AI as another tool available to a marketing team.
ChatGPT can help develop concepts, copy and graphics incredibly quickly. A human team can then contribute photography, modelling, art direction, brand knowledge and judgement.
The strongest approach isn’t necessarily AI versus humans.
It’s AI working alongside humans.
Authenticity Has Value
As AI-generated advertising becomes increasingly common, genuine photography may actually become more valuable.
Customers are becoming accustomed to seeing highly polished AI imagery. Showing genuine staff, models, products, workplaces and customers can therefore provide a different kind of credibility.
Real photography tells an audience: these people actually exist.
That distinction can be particularly useful for businesses where personality and human interaction are an important part of the service.
The Stovin Approach
My approach at Stovin is therefore to use ChatGPT heavily where it makes sense while retaining real people and traditional creative production where they add something AI cannot.
The technology may be changing rapidly, but marketing remains about communicating with people.
AI can create the artwork. A real marketing team provides the human element.
