A friend and former client recently called me, frustrated that her creative agency now outsources almost everything to AI. That shouldn’t be a bad thing yeah? i mean to accelerate work itself. However, she was agitated and complained about the obvious usage and was ready to fire them. “No fire them oh” I understood her frustration, but here’s the thing, AI isn’t the problem. The real issue was the usage, I guess.
We already know that hashtag#AI is here to stay, but creative agencies must bring their clients along for the ride. Transparency, context, and partnership matter more than ever.
Here are my takeaways which I believe should guide creative agencies in the wake of AI:
➡️ BE UPFRONT – Clients should never feel blindsided by AI usage. Set or share expectations with them before the work starts.
➡️ SET CONTEXT – Brainstorming, Internal ideation, conceptualization, even execution, get them into the room, walk them through the tools to be used. If it’s high visibility, consumer facing work, help them decide how disclosure should align with their voice and comfort level.
➡️ KEEP HUMAN IN CHARGE – AI can clearly inspire, but it shouldn’t dictate. Storyboards/moodboards, for instance, can look final when they’re only meant to spark ideas; clients need to know and see the difference.
We need to help clients see the outputs as inspiration, not as a substitute for creative decision making that ensures hashtag#brand uniqueness and positioning. It could look like it, but half of the time, it lacks authenticity, and even consumers can spot it.
➡️ Build trust, not fear. When hashtag#clients understand how AI is used, they feel empowered, not sidelined but co-creators.
In summary, the real question isn’t “Can we use AI?” but “How do we use AI in ways that builds confidence, protect brand authenticity, and deepen client relationships is key.
Creative agencies that get this balance right will turn AI from a threat into a trusted creative partner.
Olamide Bello is a Strategic Marketing Communications & Brand Management expert, he is currently the Account Director at Ogilvy.
