Artificial Intelligence Technology

What happens to creativity in the uncharted territories of AI?


By Marika Roque, Chief innovation officer

February 19, 2024 | 7 min read

Kerv Interactive’s Marika Roque has been at the forefront of AI innovation in advertising; she reveals the biggest opportunities the tech offers creativity.

AI wave

In an era of unprecedented technological advancement, the intersection of content, distribution, AI, data, and creativity has transformed the advertising landscape. Helping to lead an adtech platform over the last six years that has been harnessing the power of AI since our inception, I’ve witnessed the evolution and impact of these forces firsthand.

The rapid evolution of AI and data is nothing short of head-spinning. In the last year alone, we’ve seen an explosion of interest in these disciplines, with developments that have left us both exhilarated and more than a bit uncertain.

Generative AI, in particular, has garnered widespread attention, raising questions about its potential impact across various industries. AI, once the stuff of science fiction, is now woven into the fabric of our daily lives. A tool that is no longer just for an engineer but for anyone who can thoughtfully ask a question.

As an early adopter of AI, our company has long understood its transformative potential for advertising. We have had an AI-based patent for years and added pixel-edge metadata specifics that fuel our AI models prior to most organizations even talking about it. We have built a solid foundation that enables us to redefine what’s possible in the digital ad space.

To our thinking, innovation is the common thread connecting these disciplines. It drives opportunities for business growth, efficiency and advancement. However, innovation is not just about generating new ideas; it’s about having the courage to test them, the humility to accept failure, and the wisdom to learn from them.

Like many others, the ad industry is undergoing a transformation fueled by creative thinking and a commitment to exploring uncharted territory. As content has experienced and will continue to experience dramatic change, our business is changing right along with it, with more to come as legal content rights will have to be updated as AI continues to be embraced.

Balancing efficiency and creativity

Efficiency is, of course, a double-edged sword. While it is essential for staying competitive and managing resources effectively, an excessive emphasis on efficiency can stifle creativity and innovation. Some organizations have become so focused on optimizing processes that they forget the importance of nurturing creativity. We’ve all seen real-world examples where efficiency-centric approaches hindered innovative thinking, resulting in missed opportunities and stagnation.

Some organizations channel so much creativity that they lose focus and don’t effectively manage the efficiencies that AI can provide. Meanwhile, AI isn’t just a tool for efficiency; it’s a catalyst for focused innovation. This technology can amplify human creativity and enable us to dream bigger, reach higher, and connect deeper with our audiences and customers. It can help marketers understand consumer behavior unprecedentedly, leading to more personalized, dynamic and engaging experiences.

AI should be seen as a collaborator, working hand in hand with creative minds to craft compelling narratives and engaging content.

Fostering innovation and overcoming fear

One of the most significant challenges in our industry is the fear of failure, which has reached epidemic levels. The emotion of fear can be paralyzing and inhibit the very innovation we seek. But it is essential to understand that failure is not the end but a stepping stone to success.

We must foster a culture where failures are seen as opportunities for growth and learning. This doesn’t mean we should embrace recklessness but create an environment where calculated risks and experimentation are encouraged. This requires focus, organization and clear KPIs.

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We must foster transparency and open discussions about innovation goals and processes to encourage innovation within marketing organizations. It’s essential to break down silos, share insights, and collaborate across departments. Furthermore, we should seek partnerships that allow room for experimentation and, yes, even the occasional failure. These partnerships can be invaluable in driving progress and encouraging creative thinking.

Time must be taken to look backward for optimization and forwards for innovation.

Embracing a creative AI-powered future

The intersection of content, distribution, AI, data, and creativity is a dynamic and transformative space. AI is not the enemy of creativity; rather, it’s a powerful ally. It’s a tool that can help us push the boundaries of what’s possible, enabling us to create meaningful, impactful, and resonant content.

As an industry, we must embrace innovation, test the limits of our imagination, and not shy away from failures. Again, failure is a part of the journey towards progress and should be celebrated for the lessons it imparts.

Let us collectively commit to a future where innovation and creativity are at the forefront, empowered by AI and driven by our unwavering passion for connecting with audiences in new and meaningful ways.

The only constant is change. And as we adapt to these changes, we find not just challenges but unprecedented opportunities. We should seize those opportunities, harness the power of AI, and boldly chart the course toward a future where creativity knows no bounds and innovation is our North Star.

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