AI intoxicates us with its production speed. Instant brainstorming, infinite variants, campaigns wrapped up in a few hours… But this acceleration hides a trap: we validate too quickly, without challenging, without exploring alternatives.
An illustrative case study
A cosmetics brand generates via AI a campaign for 15 markets. Result? A slogan translated into Mandarin that suggests the product “ages the skin.” No one took the time to verify. Global bad buzz, hurried withdrawal, public apologies.
This is not an isolated case. The spectacular AI marketing fails are multiplying: chatbots that derail, dehumanizing personalizations, campaigns technically perfect but culturally tone-deaf.
The invisible standardization
Even more worrying: when everyone uses the same AI tools, we converge toward a global aesthetic average. Boldness disappears, creative singularity withers. Efficiency kills originality.
Three antidotes to rushing
- Explore beyond : generate 20 AI options, then create 5 human alternatives
- Doubt systematically : challenge every initial obvious option
- Slow down voluntarily : introduce creative frictions that force a detour
As this analysis on human-machine collaboration notes, AI amplifies our strengths… and our weaknesses. The real creative challenge is no longer to produce quickly, but to resist runaway automation in order to preserve what makes our value: intention, nuance, the unexpected.
Uncomfortable question: Would your latest creations have existed without AI? If so, but differently, is this difference progress or a deterioration?
Creative excellence is not a sprint. It is the art of fertile doubt, the long view, and productive friction.
The true innovation is born in the silences that AI doesn’t yet know how to fill.
Sources and additional resources :
- The epic AI fails in digital marketing: https://www.morganview.fr/categorie-marketing-digital/quand-lia-se-trompe-les-fails-epiques-du-marketing-digital/
- Examples of AI campaigns that went off the rails (HubSpot): https://blog.hubspot.fr/marketing/ia-dans-campagnes-marketing-pub
- Generative AI and creativity: issues in human-machine collaboration: https://www.squid-impact.fr/ia-generative-creativite-collaboration-humain-machine/
- The real risks of AI for the creative experience: https://www.jamaislevendredi.com/lia-et-creation-risques-reels-pour-lexperience-creative/
- How AI is reshaping the future of creative professions: https://anthemcreation.com/intelligence-artificielle/metiers-creatifs-en-danger-ia-generative-redessine-futur-creation/
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