Slave to the Algorithm: Real Talk About Brands, Media and Creativity in an Automated World
Last week, we hosted our Cocktails & Controversy SXSW fringe event – one of the most engaging marketing events we’ve run so far – which featured our panel discussion ‘Slave to the Algorithm: Real Talk About Brands, Media and Creativity in an Automated World’. The conversation brought together a packed crowd of marketers, creatives and brand leaders, as well as a seasoned panel that didn’t shy away from the nuance AI demands.
At Tug, we’ve long embraced the future of media and digital innovation, including the use of AI in digital marketing and our broader work. But what we’re equally committed to is asking the hard questions: What can’t AI do? What’s worth protecting? And how do we use these tools in ways that elevate, not erase, human creativity?
The Role of AI in Media and Strategy
Our founder and CEO, Nick Beck, kicked things off with a sharp observation: “My 82-year-old mum said something very smart – AI might replace white-collar workers before blue-collar ones.” In our world, that could mean media planners, analysts and even insight teams may face more disruption than those actually executing the work.
That said, we don’t believe AI is about replacing people but rather enabling them to think and create at scale. We’re already using AI to deliver more personalised campaigns, enhance measurement, and sharpen our media performance. But the strategic layer, the brand storytelling, the client collaboration? That’s still ours to lead.
Andrew Webber, Marketing Director at BrandAlley, added his perspective: “We’ve reduced our team size from 30 to 19, and I’d go smaller if it meant better, faster decisions powered by AI and strong external creative partners.” But even with AI driving efficiencies, Andrew made one thing clear – real expertise and judgment are still critical.
Human Creativity is Simply Irreplaceable
Creativity was a hot topic during the panel. AI might generate content, but it doesn’t generate ideas. That distinction came through powerfully in remarks from Laura Jordan Bambach, Co-founder and CCO of Uncharted: “Creativity – real, emotional and resonant creativity – can’t be replicated by AI. It can’t invent divergent thinking or taste.”
We couldn’t agree more. At Tug, we’re already using AI as a tool to enhance what we do. Whether it’s content optimisation or real-time testing, the outputs are only as strong as the inputs: human insight, cultural context and creative risk-taking.
Laura shared a great example from her work on a cinematic campaign for Marlo Gin – something that would’ve been out of reach on a small budget without generative AI. But it wasn’t just AI that made it powerful – it was the vision, the collaboration and the emotion behind the idea.
AI is a Tool to Scale (With Caution)
It’s easy to get excited about AI’s potential. Nick shared how predictive analytics and smart targeting are already transforming media delivery. We’re seeing things like post-purchase behavior being forecasted in real time, and automatic ad delivery adjusting.
Andrew raised an important red flag: Big platforms like Google and Meta are optimising for their revenue, not ours. We’ve seen this too, as black-box systems can lead to inefficient spend and questionable ROI. That’s one reason why we value being an indie agency: we’re not locked into a single ecosystem. We can ask the tough questions and push for transparency.
One of the most inspiring parts of the conversation was how AI is enabling smaller players to build, launch and compete. As Nick put it: “A friend of mine built a tennis court booking app with AI – something that would’ve cost £90k a year in dev fees.” That kind of access was unthinkable just a few years ago, but as Laura pointed out, when everyone has access to the same tools, the real differentiator becomes originality: “If the tools are democratised, then creativity becomes the premium.”
What We’re Looking Out For
Of course, not everything about AI is rosy. There’s a potential loss of real human connection. Startups are already promoting AI salespeople, which are efficient but lack warmth and authenticity.
Laura flagged the danger of big platforms monopolising AI tools, placing smaller businesses at a disadvantage. What’s more, Andrew warned against “AI vaporware” – tech that promises more than it delivers, often relying heavily on cheap human labour behind the scenes.
At Tug, we’re excited about what AI can unlock, but we’re also focused on staying grounded. AI is available here to scale media, unlock data and support smarter strategies, but it can’t dream, feel or connect. That’s our job, and we’re not handing that over anytime soon.
So no, we’re not slaves to the algorithm. We’re using it to help our clients grow, break boundaries and tell stories that matter.
