It’s a valid question – and one that many business leaders are asking right now. In a tough market defined by budget cuts and cautious spending, PR and marketing often end up as “nice-to-haves” rather than essentials. Add Generative AI into the mix, and it’s easy to wonder: why invest in marketing professionals and agencies?

Because AI doesn’t have expert knowledge

AI tools like ChatGPT are undeniably powerful – but only in the hands of those who understand what they’re doing. Without sector expertise, even the most sophisticated system will produce fluent but forgettable content: polished words that say very little.

Several businesses have already learned this the hard way. They’ve seen agencies deliver AI-assisted copy that looks fine on the surface but lacks the insight and substance to resonate with a target audience. It isn’t necessarily wrong. But it does not put the companies forward in a good light.

AI doesn’t know what matters to your customers, the challenges they face, and the motivations behind their purchase. The human element is not negligible. Take one of our clients, who develops autoinjectors for drug delivery. A core part of their commercial story is how the device supports patients with dexterity challenges or needle phobia. An AI tool can describe those conditions, but it can’t grasp how they feel, let alone understand the complex routes to market in the NHS system or how medical devices tend to be prescribed. It is only by working within the industry and partnering with experts that you can gain these insights – then perhaps use AI to support further investigation.

Because standing out has never been harder

Audiences today are drowning in content. Endless social feeds, 24/7 news cycles and constant notifications mean attention spans are shrinking – and it’s harder than ever to cut through.

The rush to produce content quickly has created a saturation of sameness, making it even more challenging for authentic, distinctive voices to stand out. However, this creates opportunity too. As people are bombarded with information, they become far more selective about what they engage with.

Take Christmas ads, for example. They’ve become a cultural moment that many look forward to each year – it’s an opportunity to create some magic and leave a lasting impression.

Yet even with that built-in excitement, some brands still miss the mark. Coca-Cola’s recent AI-generated Christmas ad may have cut costs (allegedly) but ultimately damaged the brand. It’s a reminder that bringing in experienced professionals can make all the difference.

If you’d like support with any of the above, we can help. Visit our website to learn more: https://thoughtsparkagency.com/our-capabilities/