By Kimeko McCoy • May 27, 2026 •
Ivy Liu
Marketers are handing more of their workflows over to AI — testing media activation agents, making creative and scaling it. The line around what still requires a human touch, however, is fuzzy.
Some executives are wary of AI-generated creative ideas while using automated tools to brainstorm campaigns. Others insist AI’s role in how brands talk to shoppers should be limited, while relying on it to scale assets consumers see.
What marketers can agree on: they trust AI to help them spend their money — but not craft the messages they want to spend around.
