Artificial intelligence (AI) is reshaping how agencies work, the speed at which campaigns are delivered, and the way brands connect with their audiences. As AI grows in sophistication, it is clear that technology alone is not the answer. What truly matters is how AI is harnessed, integrated into strategy, and used to amplify human capability and creativity.
In a recent conversation as part of the IDHL Labs initiative, Jonathan Healey, Group Technology Director at IDHL and Wes Maynard, Managing Director at The MTM Agency, explored what AI means for the future of marketing, the opportunities it presents, and the challenges it introduces. Their insights suggest that we are entering a new era of advertising, defined by how human insight, creativity, and AI-powered capabilities combine to deliver meaningful results for clients, rather than by ‘tools’.
AI is not a strategy
Clients are increasingly recognising that AI is not a strategy in itself. “AI is not a tool, AI is not a strategy,” Jonathan explains. Success comes from having a clear vision, understanding objectives, and knowing how to apply technology in a way that adds value.
For many organisations, the first step toward an AI-driven future begins with improving internal data quality, structure, and accessibility before any AI tools are even implemented. As the conversation highlights, “The quality of what you get out is directly proportional to the quality of what you put in.” Without these foundations, AI adoption risks being superficial and can lead to wasted investment or missed opportunities.
Outputs are faster, but outcomes still matter
AI is transforming workflows across creative production. Concept visuals, storyboards, and film setups that once required hours of manual effort can now be generated and refined almost instantly.
“When putting ideas in front of clients now, it’s much easier to get to a visualisation that they will appreciate and understand with very little work”, Wes reflects.
This acceleration allows teams to focus on what truly matters: delivering creative campaigns that resonate and drive measurable client outcomes. AI enables rapid testing and optimisation, but human insight remains the backbone of effective marketing, as Jonathan explains, “ultimately it’s the outcomes that a client cares about. The fundamentals of marketing have not actually changed. It’s about understanding who your audience is, what messages resonate, and making sure those messages are felt and heard.”
The new baseline: differentiation in an AI world
AI tools have raised the baseline for marketing and creative output. What was once exceptional can now be produced by many. “The ability for a brand to truly differentiate just got much harder,” Jonathan explains. In this environment, creativity, originality, and strategic thinking are more valuable than ever.
In this environment, creativity, originality, and strategic thinking are more valuable than ever, especially as platforms like Meta increasingly reward diverse, compelling creative over narrow targeting tactics. Take a look at our recent blog on Meta’s Andromeda update and why creative diversity now defines ad performance.
Agencies provide unique value by applying insight, judgment, and cross-disciplinary thinking to amplify performance and deliver outcomes that automated systems cannot achieve. “Even with all the automation, which automation to use, when to use it, and how to tweak the various styles that feed that AI automation becomes really, really important.”
Humans in the loop: amplifying expertise
Human oversight is central to successful AI adoption. AI amplifies human capability but does not replace expertise. Across IDHL Labs, teams are developing AI assistants and agents that support specific tasks, allowing employees to focus on higher-value work while maintaining quality and accuracy.
“The opportunity for amplification when you’re dealing with humans is the minute you put AI in their hands, all you are doing is broadcasting what makes that person good or bad,” Wes notes.
Experts can focus on strategy, creative refinement, and quality assurance while AI handles repetitive work. Staff report higher satisfaction and productivity when AI enhances their work rather than replaces it. “You don’t want AI to do your job. You want AI to do the dishes,” Wes explains.
Guiding clients through complexity
The abundance of AI tools can be overwhelming for clients. Agencies play a vital role as trusted advisors, helping clients navigate which tools to use, when to use them, and how to interpret outputs. Wes goes on to explain, “self-service tools really just enable people to get things wrong quicker and spend money faster in the wrong places”
Structured initiatives like IDHL Labs allow the agency to test, validate, and scale AI applications in a disciplined way. The goal is meaningful adoption that delivers measurable results, rather than experimentation for its own sake.
A new golden age of advertising
The conversation highlights the potential for a creative renaissance. Advertising has always relied on bold, original ideas, but as technology commoditises the average, creativity becomes an even more valuable differentiator. “If everybody can do anything all the time, the differentiator is the idea”.
The “sea of sameness” can overwhelm brands that fail to innovate. Agencies are uniquely positioned to combine data, insight, and creative expertise to deliver campaigns that stand out. AI enhances the agency’s ability to add value rather than reducing its relevance.
Looking ahead
The next 12 to 18 months will be pivotal in defining how agencies and clients adapt to AI-driven marketing. Those who combine clarity, governance, strong data foundations, and creative courage will thrive. By integrating AI thoughtfully, aligning it with strategy, and ensuring human expertise drives decision-making, agencies and brands can navigate this transformation confidently.
Wes reflected, “We are probably at the dawn of another golden age in advertising.” At MTM, that is a future the agency is ready to embrace, where AI amplifies human expertise, frees teams to focus on meaningful work, and enables brands to deliver creative campaigns with speed, precision, and impact.
Watch the full conversation and talk to us
To explore further how AI is reshaping creativity, campaigns, and agency work, watch the full discussion with Jonathan Healey and Wes Maynard on YouTube: Inside IDHL Labs: AI, innovation and what’s next for brands.
If you would like to explore what applied AI could mean for your brand, or how to integrate AI into your marketing strategy in a way that drives measurable outcomes, the MTM team would love to help. Get in touch with us today to start a conversation about your objectives, challenges and next steps.