Human Creativity vs AI: Irreplaceable Innovation

Adlatina interviewed me in November 2024 about where AI genuinely helps and where it does not. The line I gave them is the one I keep returning to: human creativity is irreplaceable, because AI works from data that already exists while creative people can imagine something that does not yet.

Two less quotable points from that conversation matter more in practice. AI is only ever as good as the data you feed it, and personalisation at real scale is harder logistically than it sounds. The PODS campaign was the example I used: roughly 6,000 distinct headlines, varying with neighbourhood, traffic, time and temperature. No team produces that by hand. Deciding which of them was worth running is still entirely a human job.