AI does not diminish creativity. It amplifies it — provided there is training, editorial policy and the right evaluation metrics.

At a time when communication demands more speed, more rigour and more impact, artificial intelligence is not the enemy of creativity. It is an ally of relevance. It is up to professionals to use it with strategy, ethics and vision.

There is still, within the communication field, a certain sense of superiority when it comes to artificial intelligence (AI). One of the most common ideas is that using AI compromises the authenticity of the creative process — that creating "from scratch", without technology, is somehow more noble. But this view, however poetic, does not stand up to reality.

In communication, no one creates in a vacuum. We always start from references: data, experiences, culture, trends. AI simply makes the process more accessible, faster and often more precise. It does not replace human creativity. It amplifies it.

In January 2025, a SurveyMonkey poll of 416 marketing professionals revealed that 88% already use AI in their daily roles. Among them, 93% said they can generate content more quickly, 81% highlighted its usefulness in insight analysis and 90% confirmed that AI accelerates decision-making.

Another study, conducted by Brafton in April 2025, showed that nearly 80% of respondents use AI tools regularly, with 87% stating that the technology has become naturally integrated into their workflows.

These findings are consistent with the American Marketing Association, which reported in September 2024 that 71% of professionals used AI at least once a week, and almost 20% used it daily. Of those, 85% noticed a clear increase in productivity.

Small businesses are also feeling the impact. A report published by Verizon at the end of 2024 found that 38% of SMEs had already adopted AI for functions such as marketing, recruitment or customer service. Of those, 77% reported improvements in their processes and 75% said they felt more competitive compared to larger companies.

In light of these numbers, it becomes difficult to defend the idea that AI impoverishes the creative act. When used with discernment, AI does not replace critical thinking. It frees it. It allows repetitive tasks to be automated, processes to be optimised, patterns to be identified and alternative paths to be explored. It gives us time to think better and create with deeper intention.

Of course, AI brings risks: biased outputs, privacy concerns, challenges to authorship and questions of accuracy. What is needed, therefore, is a responsible approach grounded in ethical governance, proper training and clear usage policies.

The scale of the phenomenon speaks for itself. According to ContentGrip, the global market for AI applied to marketing is expected to reach 47.3 billion dollars in 2025, with forecasts pointing to more than 107 billion by 2028 — an average annual growth rate of over 36%.

The issue is not choosing whether to create with or without AI. The issue is knowing how to use AI with intellect, purpose and strategic intent. Tools such as Jasper, Canva, ChatGPT and Grammarly are already embedded in the daily routines of many communication professionals. The next step is to ensure their use is ethical, intentional and results-oriented.

To achieve this, investment is needed in three essential pillars: training (to equip teams with critical AI literacy), editorial policies (to ensure quality, transparency and data protection), and evaluation metrics (to measure the real impact of the solutions adopted).

AI does not diminish creativity. It amplifies it. The difference will continue to lie in human vision, sensitivity and interpretative ability. But insisting on rejecting AI out of purity is to abandon tools that are already shaping the present.

Between the precision of the machine and the intuition of the human being, there is a bridge. It is up to us to cross it consciously. Because communicating intelligently means bringing together what accelerates us with what connects us.

Read the article