Marketers have spent the last two years talking about artificial intelligence as if it will rewrite the discipline overnight. But, though it does bring advantages it has also created a new problem : with everyone using the same tools, much of the work begins to look and sound the same.

Ana Marturet, a marketing strategist whose experience includes consultant work with DualEntry, Metadata.io, Notion, Redis, Canva, Oyster, Awardco, Coinbase, The Economist, and UN Women, believes this makes human creativity even more valuable.

“AI excels at recognizing patterns,” Marturet says. “Creativity is recognizing opportunities that don’t yet fit a pattern. It’s the perspective, insight, or angle that makes someone stop and pay attention.”

AI is already improving repetitive and data-heavy areas of marketing, including research, campaign analysis, segmentation, reporting, content repurposing, and creative iteration. Teams can launch campaigns faster, test more variations, and analyze considerably more information.

What AI cannot determine as reliably is which ideas are worth pursuing. Marturet believes the value of creativity is shifting away from manually producing assets and toward judgment, taste, positioning, and original thinking.

“We spend less time producing assets and more time deciding what is actually worth creating,” she explains. “That’s the part I don’t believe gets automated.”

At DualEntry, Marturet has led creative work across paid advertising, offers, billboards, landing pages, webinars, LinkedIn thought leadership, and executive events. She directed the execution of the company’s largest brand campaign to date, placing more than 100 billboards across New York City and San Francisco and connecting the outdoor campaign with a series of in-person executive experiences.

She has also planned and led dinners, roundtables, webinars, and partner events designed to create memorable interactions while strengthening relationships with executives. That focus on experience has become particularly relevant as digital channels fill with increasingly polished AI-generated material.

Marturet says. “Everyone has ChatGPT, HubSpot, LinkedIn Ads, and access to the same platforms. The competitive advantage isn’t the tool. It’s your point of view.”

Marturet’s approach to creativity is also closely tied to measurable performance. At Metadata.io, she led revenue-aligned advertising initiatives for enterprise SaaS companies including Notion, Redis, Canva, Oyster, and Awardco. Her work contributed $1.1 million in retention and expansion revenue within six months and helped produce 115% net revenue retention during her first year.

Across her career, she has worked with more than 100 B2B companies and managed more than $100 million in cumulative advertising budgets. That experience has shaped her view that creativity and data should support each other without being expected to perform the same function.

Data guides decisions in which being wrong is expensive, such as budget allocation, audience targeting, channel selection, bidding strategy, and deciding when to scale or stop a campaign.

While creativity belongs in the message, offer, positioning, campaign concept, and the experience someone has with a brand. One mistake Marturet frequently sees is companies expecting data to generate original ideas. Data can explain what worked previously, but it is less useful for inventing something audiences have not encountered before. The opposite mistake is allowing instinct to control optimization decisions that should be based on evidence.

“The strongest marketers do both,” she says. “They develop bold creative ideas, then let the data determine which ones deserve to scale.”

This combination has been present throughout Marturet’s career. At Neuronas por la Paz, she produced large-scale events and led integrated campaigns across digital media, radio, and television. The work generated more than 400,000 organic YouTube views, filled events with over 450 attendees, and drove more than 500 ticket sales. Earlier, at Complot Magazine, she interviewed authors and designers and wrote feature articles.

Although much of her recent work is associated with B2B demand generation, creativity has remained the foundation of her approach. Her experience across editorial, design, messaging, advertising, and live events allows her to consider a campaign as a connected experience rather than a collection of separate deliverables.

Marturet expects AI eventually to become an ordinary part of every marketing workflow rather than a strategy or differentiator in itself. Once that happens, simply having access to the technology will provide little competitive advantage.

“What cuts through isn’t just writing that sounds human, it’s perspective that could only come from a human,” she says. “Real points of view. Actual experience. Content that carries an opinion someone is willing to put their name on.”

As AI makes execution easier, the difficult part of marketing will increasingly be deciding what deserves to exist. Producing more content will not necessarily distinguish a company. Having better ideas, stronger judgment, and a deeper understanding of people still might.

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