How to Use AI for Creative Strategy Without Killing Your Best Ideas | Matthew Gattozzi
How should a creative team use AI for creative strategy without losing the original ideas that make ads work?
Use AI to compress the non-creative work that surrounds ideation, not the ideation itself. A creative strategist typically spends 40 to 60 percent of the day on coordination, recaps, and admin; cutting that to 20 or 30 percent buys back the hours where original ideas actually come from. Feed the model a living brand context document so it can draft, expand, and fact-check briefs and scripts, but keep the originating idea human, because an LLM predicts from rules and past patterns and…
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