AI for research and Ideation - Human value vs. AI

In this interview, Gavin Blawie shares his journey with AI in marketing—from early sponsorship projects with IBM and major events like the Masters and Grammys to his current explorations in generative AI.

He emphasizes that while AI is a powerful tool for research and ideation, true creativity still relies on human insight and unique brand storytelling.

0:00 – Gavin: I was privileged to work with the DENU network for about a decade after 360i mushroomed into a thousand-person agency, becoming similar to BBDO in many ways. It grew large and stratified with multiple offices, but my first exposure to AI came through that experience.

0:28 – Gavin: At DENU Sports Group, we worked with IBM on sponsorships. For events like the Masters, they proposed using AI insights to predict aspects such as the design of the next hole or how the next group might fare. This concept was applied to both legacy and new sponsorships, including projects with the Tony Awards.

0:54 – Gavin: AI was still evolving, and the Grammy sponsorship was perhaps the most robust application I saw. It applied AI insights to analyze the types of music that won across different genres, performing a tonal analysis, building a microsite, and identifying patterns in award-winning wardrobe choices.

1:15 – Gavin: Later, we ran a program with ESPN and IBM Watson inside their fantasy football platform, which was very exciting. AI was taught to make predictions based on historical data, offering insights like which players might have a breakout week or be more injury-prone, all within a 16- to 18-week season.

1:41 – Gavin: Although I’m a marketer and not a fantasy football expert, it was eye-opening to see individual choices enhanced by Watson through billions of possible combinations. We maintained a focus on people because, ultimately, consumers trust personal recommendations more than brand ads.

2:04 – Gavin: Reminding marketers that people are central to every campaign is essential. AI is a valuable tool to supplement our work but isn’t ready to take center stage just yet—a fact that is both inspiring and a reason for cautious advancement.

2:24 – Gavin: The generative AI machine has unlocked significant possibilities that feel like next-generation search. I love photography, and using tools like Stable Diffusion allows me to transform a deep perspective shot into a compelling 5-second video that’s both powerful and different from previous works.

2:44 – Gavin: It’s amazing to see AI develop its own horsepower, depth, and capability. I value collaborative sessions where insights and breakthroughs, even if derivative, help push the boundaries of creativity and innovation.

3:07 – Gavin: With technology breaking down barriers to accessing powerful data, I still wonder why brands aren’t smarter. Despite increasingly voluminous and contextual data, many companies continue to operate with outdated customer service practices.

3:28 – Gavin: For example, a leading phone manufacturer offered me a discount on a new phone, unaware that I had recently purchased several for my family. This kind of cost-driven mindset undermines the very essence of customer relationships.

3:49 – Gavin: I use AI primarily for research and ideation. By entering prompts—such as asking for 50 tactical ideas to support a football promotion targeting fans aged 20 to 40—I generate multiple iterations that serve as a valuable double-check and source of additional inspiration.

4:14 – Gavin: While AI excels at deriving ideas from existing data, true creative breakthroughs still come from forming original connections. That aspect of creative work remains what I most enjoy and what we ultimately sell.

4:32 – Gavin: AI enhances both creativity and productivity. I might use AI for about 30 to 40 percent of my work, and comparing tools like Claude, ChatGPT, and Midjourney reveals consistent improvements in capabilities—for example, stabilizing images to create coherent storyboards and shot lists.

4:54 – Gavin: Even though AI helps map out key frames for shoots, defining a brand’s tone and character is paramount. A brand should develop a unique language and visual identity rather than sound like a generic, mass-produced entity.

5:18 – Gavin: Whether generated by a team of smart people or by machines, the creative output must retain a distinct and ownable voice. I’d love to work in an environment that emphasizes innovation and personal expression over mere cost efficiency.

5:40 – Gavin: This is why the power of advertising lies in giving fans a real voice in the brand experience. Iconic brands like Coca-Cola and Oreo have always enabled consumers to shape their narrative, ensuring relevance and connection.

5:58 – Gavin: Today, many marketing campaigns lack a defined identity or a compelling story, focusing solely on ROI. This trend has led to content that barely warrants viewers’ attention, much like many interruptive broadcast ads.

6:21 – Gavin: In a recent RFP with HP’s sustainable impact group, I was asked about our use of AI. I explained that we integrate AI for research and behind-the-scenes work rather than relying on it for primary creative ideation.

6:48 – Gavin: While some AI elements support social listening tools or power search filters, we use AI in a foundational, tangential way—not for generating original creative concepts such as imagery or video shoots.

7:11 – Gavin: The goal is to merge consumer insight, product detail, and cause partnerships into a cohesive brand narrative. Most of HP’s recent marketing efforts have focused on sustainable impact, whether in environmental initiatives, civil rights, or recycling innovations.

7:34 – Gavin: I’m currently developing a white paper to articulate this approach. Joining this group and experiencing these engaging sessions has revived the collaborative spirit of brainstorming in a shared, creative space—much like the old whiteboard sessions.

7:55 – Gavin: Just as Ford revolutionized the automobile industry by mass-producing affordable cars, AI is transforming our industry by making powerful data and creative tools more accessible.

8:18 – Gavin: The analogy is fitting: while there were only a few thousand automobiles a century ago, Ford's innovations opened up the market for everyone. We are witnessing a similar transformative moment with AI.

8:40 – Gavin: It is a fascinating time to observe the evolution of AI in marketing. Balancing vast data analytics with genuine creative insights is reshaping how brands communicate.

9:04 – Gavin: In summary, AI should enhance human creativity, not replace it. It’s a robust tool for analysis, research, and ideation, but the true heart of advertising remains rooted in the human connection.

9:26 – Gavin: As brands increasingly adopt AI, they must maintain a unique tone and voice. Creative originality and a precise, resonant communication style are essential in every campaign.

9:50 – Gavin: The most significant power of advertising lies in empowering fans to help shape the brand experience. After working with iconic brands for 15 years, I remain convinced that original storytelling is the cornerstone of powerful, effective marketing.

10:12 – Gavin: Unfortunately, too many campaigns today lack direction, focusing solely on direct response and ROI. This approach detracts from the inspirational, captivating content that should truly engage audiences.

10:32 – Gavin: The current state of broadcast advertising often feels interruptive and unwatchable, largely due to an overemphasis on immediate metrics rather than long-term brand value. I’ve seen this play out firsthand, even with major campaigns like those from HP.

10:55 – Gavin: In that HP RFP, the discussion about AI’s role in our process was central. While AI supports many tactical aspects, it does not replace the uniquely human creative process that defines original campaigns.

11:17 – Gavin: We integrate AI for foundational research and support behind the scenes, but for generating original ideas, imagery, and videos, human creativity remains indispensable. It’s about combining data, consumer insights, and creative passion to construct something remarkable.

11:38 – Gavin: The fusion of thorough research, consumer engagement, product expertise, and cause-driven initiatives forms the holistic identity of a brand. AI can suggest tactics, but the core creative vision must always be uniquely human.

11:58 – Gavin: At its heart, our approach celebrates the original synthesis of ideas into content that truly resonates. As brands evolve, balancing technological support with genuine creative innovation is critical.

12:19 – Gavin: Many recent marketing initiatives—like HP’s projects focused on sustainable impact—aim to benefit the larger community, whether through environmental efforts, civil rights advocacy, or innovative recycling programs. This broader purpose goes beyond traditional ROI metrics.

12:41 – Gavin: Practical innovation involves integrating consumer voices into the brand narrative, ensuring that each campaign is both inspirational and transformative. This is the enduring power of advertising: to inspire and connect.

13:04 – Gavin: We are in a transformative moment with AI, similar to how mass production revolutionized the automobile industry. The potential for impact across the board is immense and truly exciting.