AI is reshaping marketing, but success lies in thoughtful execution

At Upspire Labs, we’re passionate about exploring the latest technologies—not just for client use, but to satisfy our own curiosity about how things work. If a tool enhances our services and adds value to our clients, we’re open to integrating it into our workflow. But we don’t adopt technology for the sake of it—it has to earn its place.

Generative AI is already reshaping marketing and creative industries. Major brands have embraced this shift, using AI to fuel bold, attention-grabbing campaigns. Take Coca-Cola’s Create Real Magic campaign, or Heinz using AI-generated designs to highlight the iconic shape of its ketchup bottle. Beyond advertising, AI is quietly embedding itself into our everyday tools—from SEMRush and Notion to Asana and HubSpot—all designed to streamline workflows and boost efficiency.

Even Webflow has integrated AI into its web development platform, enabling users to generate web content on the fly. Does this replace the creative process? Hardly. AI can speed up brainstorming and simplify repetitive tasks, but it’s still a far cry from replacing human insight, strategy, and ingenuity.

The Execution Is What Matters

Here’s where I strongly believe human experience must take the lead. We can’t blindly accept AI-generated content without scrutiny. Creativity isn’t just about output—it’s about thoughtfulness, refinement, and connection.

I like to think of AI as a highly efficient coworker—someone to bounce ideas off of, gain new perspectives, or even challenge my own thinking. But I question everything it generates. I correct it. I refine it. I never use anything straight off the shelf.

At Upspire Labs, we curate quality. If AI can’t deliver exactly what we envision, we apply what we’ve learned and craft it ourselves. Why? Because ideas are cheap. Execution is where the real investment lies—in time, mental effort, and skill. If an idea is worth pursuing, it’s worth executing well—not settling for a half-baked, AI-generated version.

AI Can’t Replicate Empathy

This is where we are today—at the crossroads of machine “creativity” and human empathy. AI can mimic emotional intelligence, but it can’t truly feel.

Creativity has always been about connection. A great Netflix series, a viral podcast, or an unforgettable logo—these things resonate because they’re born from human experiences, relationships, and emotions. As we collaborate with our digital co-workers, let’s not forget: we still need to rigorously defend our human creativity.