Human ingenuity vs. AI efficiency: Making the right call

AI is here to stay. While it may not take jobs directly, those who embrace AI will likely outpace those who don’t. Dino Burbidge, consultant and founder of Dinova, argues that AI should be seen as a partner, not a replacement. The real challenge for marketers and creatives is ensuring AI serves their goals rather than dictating them. 

Understanding AI’s role 

At its core, AI predicts the next most probable word or action based on its training data. Even advanced models like DeepSeek R1 and OpenAI’s GPT-o1 operate by generating and evaluating possible responses. While AI can produce impressive results, those with expertise will recognize its limitations. 

For creatives, the key takeaway is that AI’s output is only as good as the prompts and the person using it. If two competitors use the same AI tool with similar inputs, they will get nearly identical results. As Dino puts it, “When everyone’s super, no one will be.” The real skill lies in shaping AI’s output through human insight. 

A tool, not a tyrant 

AI should always be guided by human intent. According to Dino, the process should follow three steps: 

• Human instigator: Define the problem, frame the prompt, and inject brand voice and personality. 
• AI workhorse: Process data, suggest ideas, or automate repetitive tasks. 
• Human gatekeeper: Ensure outputs align with brand values, tone, and strategic goals. 

Rushing into AI without a clear purpose is a common mistake. AI can optimize media plans, generate creative concepts, and even voice-over content in different languages. However, using AI to mimic handcrafted art or brand messaging can backfire, especially if authenticity is central to a brand’s identity. 

The human touch 

AI excels at pattern recognition and efficiency, but it lacks ambition, intuition, and the ability to challenge norms. True innovation still relies on human creativity. While AI can assist in identifying trends or generating initial concepts, the final decisions should always be human-driven. 

Dino advises focusing on value-driven tasks. Instead of getting swept up in AI hype, marketers should assess where AI can genuinely enhance productivity. If AI can handle tedious work like data analysis or quick creative iterations, great. But human ingenuity should shape the final output. 

Making AI work for you 

A structured approach ensures AI enhances rather than replaces human creativity: 

• Identify the real problem. Is AI helping improve customer experience, speeding up ideation, or processing large datasets? 
• Prioritize impact. Focus on areas where AI can deliver the most value. 
• Assess AI’s role. Some tasks require human creativity and cultural awareness, while others benefit from AI’s efficiency. 

Interestingly, AI can help with this evaluation process, but it still relies on human insight to recognize opportunities. Business shifts, marketing strategies, and product innovations originate from human initiative. AI should be the assistant, not the driver. 

Embracing AI as a partner 

The synergy between human creativity and AI efficiency defines success. AI can streamline workflows, uncover insights, and automate routine tasks, but human oversight is essential to ensure meaningful, brand-aligned outcomes. As Dino emphasizes, “The magic happens in the interplay between human vision and AI efficiency.” 

By embracing AI as a tool rather than a threat, businesses can harness its power while preserving the human ingenuity that drives real innovation.