This post was created in partnership with Treasure Data
Key takeaways
- AI is speeding up every stage of creativity—from idea generation to execution—helping teams move faster without losing focus.
- Data powers the most effective AI, giving marketers the ability to personalize at scale and pivot in real time.
- Human judgment, authenticity, and transparency remain the ultimate differentiators in an AI-driven world.
Just as professional drivers rely on cutting-edge engineering to push the limits of human performance, today’s creatives are using AI as their ultimate co-pilot.
During an ADWEEK House Raceway Group Chat co-hosted with Treasure Data, a panel of industry leaders gathered to discuss this shift. The consensus? AI is not replacing the creative driver—it is upgrading the vehicle.
AI helps creatives get ideas off the starting line
For many panelists, the immediate value of AI lies in its ability to cure blank page syndrome. Joe Lazer, a fractional CMO at Pepper, described how he uses AI in brainstorming sessions. He shared an example of struggling to name a piece of research until AI provided a spark. “It wasn’t something that ChatGPT gave me, but a lateral leap it helped me get to, which is the great betrayal, and then it popped off,” Lazer said. “I think that’s one of my favorite ideation use cases that I use all the time.”
AI’s impact isn’t limited to ideation—it’s also transforming how global brands present and personalize their messages. Shergul Arshad, head of North America for the Aston Martin F1 Team, explained how his team uses AI avatars to customize communication at scale. “We’ve used a tool called Ai.lonso, which is an avatar of sorts that is Fernando Alonso and speaks 35 different languages, and we can use that in presentations,” Arshad shared. “It can really tailor a message to brand marketers.”
