Excerpt from the Marketing Mix Interview with Bill Wallsgrove

AI is already changing the game, but it’s still in its Wild West phase.

AI will revolutionise branding, marketing, and creativity – but the brands that succeed will be the ones that balance efficiency with authenticity.

It’s brilliant for speeding up the creative process. I use AI for mood boards, idea generation, and even copy variations.

I tell my students at Brighton University: “AI won’t steal your job, but someone who knows how to use AI will.”

Just like when Apple Macs first appeared in design studios, there were sceptics who dismissed them. The ones who embraced the technology got ahead. AI is the same. It’s a tool, not a replacement.

Creative people shouldn’t be scared of technology. Photography didn’t kill fine art. Synthesisers didn’t kill rock music, they created whole new genres, especially in dance music.

But AI-generated content often lacks human nuance. A great brand isn’t just about efficiency, it’s about soul, wit, and emotional connection.

The legal landscape around AI is also murky. There’s already a wave of lawsuits about intellectual property; who owns what when AI is involved? It reminds me of the early days of hip-hop when labels had no idea how to handle the sampling. The same thing is happening with AI.

Also read:

What is branding?

Bill Wallsgrove’s favourite campaigns

You can contact Bill Wallsgrove via LinkedIn

For more about Bill’s branding services go to Brandad