A couple of years ago, the big AI debate in marketing was simple: should we even be using this? That question is settled. Almost everyone is using it now.
The harder question is the one nobody's answered yet: now that AI can hand you dozens of ideas in minutes, is your team actually thinking more broadly, or just picking the first good-enough idea and moving on faster than ever?
This is four marketers who use AI every single day, sitting down for an honest, unscripted conversation, and they don't agree on the answer. That's the point. Join HOSTS to hear the real disagreement.
Use the form below to register for the event on Wednesday, September 30th at 11 AM CT.
The Case That AI Is Helping
There's real research backing both sides of this, which is what makes it worth 40 minutes of your time instead of another hot take.
On one hand, AI makes it cheap to get a first draft out of your head and onto the page.
A 2024 study in the journal Science Advances found that people using AI produced work that was rated as more creative and higher quality, and the people who benefited most were the ones who didn't think of themselves as especially creative to begin with.
For a small marketing team, that's a real leveling-up.
The Case That AI Is Hurting So Is It
Here's the catch: that same study found something else. Yes, each person's individual work got better. But everyone's work also started looking more alike.
A separate study out of Wharton, published in Nature Human Behaviour, found that 94% of brainstormed ideas generated with ChatGPT overlapped with each other. People who brainstormed the old-fashioned way, with a search engine or just their own head, came up with the most genuinely different ideas.
Put those two findings together and you get an uncomfortable picture: AI can make you personally better, while making your team, and maybe your whole industry, sound the same.
So Is It the Tool or How You're Using It?
That Wharton finding isn't the final word, either. A follow-up rebuttal published in the same journal argued the sameness problem isn't a limit of AI itself, but a result of how people are prompting it. Which raises the real question this panel is built to argue about: is the risk baked into the tool, or is it about how your team uses it?
The early signal points to workflow. Using AI to generate your first idea and building from there seems to kill off other directions before you've even considered them.
Using AI to challenge and stretch an idea your team came up with first seems to do the opposite. That one distinction may be the most useful thing you take away from this session.
Watch the webinar to hear four speakers argue it out, using their own campaigns and real evidence. Register today using the form above!