When I first heard about IKEA’s all-CGI catalog a decade ago, a pit formed in my stomach. Was this the beginning of the end for roles like mine? As a Photo Producer, my job revolved around crafting sets, sourcing props and perfecting lighting – skills that CGI seemed to make obsolete. I assumed my entire department would feel the same.

To my surprise, at our next team meeting, my manager calmly reassured us: “This is an opportunity to evolve our skills.” His enthusiasm helped us see the potential in the change rather than fear it. In the weeks that followed, we created a space to expand our understanding, share insights and experiment with the technology as early adopters, well before anyone formally asked us to explore it.

This story could have played out differently: Imagine a VP of Creative announcing, “We’re implementing CGI now. Don’t know how to use it? Then find me someone who does.” The fear of being replaced would have overshadowed the opportunity to evolve.

Just as CGI transformed the way we created images, AI is now set to revolutionize creative operations. But like CGI before it, AI isn’t here to replace human creativity, it’s here to enhance it. The difference lies in how we choose to adapt.

The Rise of AI in Creative Operations

AI is steadily gaining traction across creative industries, with 69.1% of marketers already integrating it into their operations and 36% incorporating it into their daily workflows (InfluencerMarketingHub). As AI reshapes the creative landscape, those who embrace it early will have the opportunity to lead the way forward. However, leadership doesn’t always come from the top, often, innovation is sparked by those on the ground, using the tools firsthand.

Waiting for IT to determine AI policy can slow momentum and put creative teams at a disadvantage. While governance and security are crucial, AI adoption thrives when driven by those who will actually use the tools daily. Rather than waiting for top-down mandates, creative teams can take the lead by proactively exploring AI’s capabilities and demonstrating its value.

Here’s how to forge ahead while aligning with IT:

  1. Engage IT as Partners: Involve IT early, collaborate on risks, and advocate for policies that enable innovation rather than restrict it. 

  2. Educate and Share: Host learning sessions and document insights to build team confidence and foster a culture of AI exploration.

  3. Start Small: Experiment with AI in low-risk areas like admin automation and ideation to gain hands-on experience and uncover early benefits.

  4. Form a Task Force: Unite IT, legal, and creative teams to develop AI policies based on real-world applications, ensuring alignment and practicality.

For AI adoption to truly succeed, teams must demystify the technology, share knowledge, and create a culture of experimentation. By taking initiative and leading the conversation, creative teams can shape how AI is integrated rather than waiting for policies to be handed down. The sooner we start, the better positioned we’ll be to harness AI’s full potential.

Benefits of Embracing AI Together: A Team’s Transformation

Here’s a real-world example of the positive impact of a Creative Services team embracing AI: Our client’s team was struggling with their project management tool and had begun avoiding its use, opting instead for manual processes. By contrast other members of the team had started using AI tools independently for tasks. Still others were hesitant to adopt any supporting technologies.

During a 1:1 session, a manager sparked curiosity by exploring their team's feelings about AI. Inspired by these conversations, leadership created a platform for open dialogue on integrating AI into daily tasks—igniting a breakthrough that reshaped the team's mindset and unlocked new possibilities for innovation. One creative shared their success with AI, sparking curiosity among others and encouraging collaborative exploration. As the team began exploring AI tools together, resistance faded. They quickly saw how AI improved planning, optimized scheduling, and reduced manual tasks, boosting efficiency and fostering cross-role collaboration. Initially, the Operations Manager had considered hiring an external expert, but after witnessing the team's engagement, they prioritized upskilling internal staff instead.

This shift highlighted a key takeaway: When AI adoption is embraced by the entire team, its benefits multiply. Teams that prioritize education, open dialogue and alignment can unlock AI’s full potential, driving productivity and gaining a competitive edge.

Competitive Advantage of AI Adoption

The most compelling reason for creative operations to adopt AI is the competitive advantage it provides. AI is no longer a trend, but a necessity for staying ahead in today’s market. By leveraging AI, creative teams can streamline workflows, produce content faster and make data-driven decisions that enhance their creative output. AI also enables hyper-personalization, ensuring content resonates with specific audiences, leading to better ROI on campaigns, increased customer engagement and improved creative agility. 

What are the benefits of AI adoption?

  1. Enhanced Creativity and Innovation: AI tools assist with ideation, offering suggestions for designs, layouts, and content based on existing assets.

  2. Data-Driven Decisions: AI analyzes real-time data, providing actionable insights for creative strategies.

  3. Hyper-Personalization at Scale: AI tailors content to specific customer segments, increasing engagement and brand loyalty.

  4. Increased Efficiency & Speed: AI automates routine tasks, reducing project timelines and costs.

  5. Optimized Workflow & Resource Allocation: AI improves creative processes, reducing errors and inefficiencies.

  6. Scalability: AI enables teams to handle more work without additional resources.

  7. Faster Iteration and Responsiveness: AI allows for quick A/B testing, real-time feedback and agile content adjustments.

AI drives productivity, creativity and customer loyalty, providing a significant edge in today’s fast-paced marketing landscape. Organizations that embrace AI today will secure long-term success, while those that hesitate risk falling behind.

The Risks of Not Adopting AI

Conversely, teams that delay AI adoption risk losing efficiency, innovation and customer engagement, ultimately falling behind in an increasingly AI-driven market. The longer they wait, the wider the gap grows between them and AI-equipped competitors. Yet, hesitation remains widespread. In fact, 39% of professionals are unsure how to use Gen AI safely, and 43% of marketers struggle to maximize its value (Salesforce). 

Hesitating to integrate AI doesn’t just slow progress, it creates critical disadvantages that compound over time. What are the key risks of hesitation?

  1. Competitive Disadvantage: AI-powered companies analyze trends and capture market share faster.

  2. Slower Decision-Making: Without AI-driven insights, teams rely on outdated or incomplete data.

  3. Higher Costs and Inefficiency: Manual processes waste valuable time and resources.

  4. Missed Innovation Opportunities: AI accelerates ideation and problem-solving.

  5. Failure to Meet Consumer Expectations: Without AI, companies risk falling short of customer personalization demands.

  6. Reduced Agility: AI enables quick adaptation to market shifts, and teams without it risk being slow to pivot.

  7. Limited Scalability: AI allows companies to scale without significantly increasing costs.

  8. Talent Retention Challenges: Top talent seeks opportunities to work with cutting-edge technologies.

The time for creative operations to adopt AI is now. Organizations that prioritize AI education, change management, and leadership alignment will unlock its full benefits, while those who delay risk inefficiency, integration challenges, and overall stagnation.

What are the next steps?

AI is not here to replace human creativity but to enhance it. By automating routine tasks and providing data-driven insights, creative professionals can be empowered to focus on strategic and innovative priorities that truly require their expertise and imagination.

AI won’t replace your team, but a team that uses AI will be positioned to work smarter, achieve greater efficiency and stay ahead in an increasingly competitive landscape. The future of creative operations is AI-driven. The question is: Will your team be ready to lead the charge?

While new technologies and applications are transforming productivity, the core fundamentals remain essential for successful implementation. Strategic development, clear processes, asset management and a deep understanding of audiences are critical. Add to those team development skills like problem-solving, data literacy and cross-functional collaboration. By shoring up these foundational abilities, your team will be better prepared to integrate AI effectively. 

In Part 2 of this blog, I will outline the skill sets and strategies you’ll need to overcome AI-readiness challenges, build confidence and drive successful AI adoption.