AI is the future, yes. But it is how we use it that will define whether it is a force for good.
We’ve always believed in staying ahead of the curve – not for the sake of novelty, but because our clients deserve the very best thinking, the smartest tools, and the most effective creative strategies.
That is why I’m so proud that we are the first agency in the North West to offer a cutting-edge AI powered platform that we’ve called POPTM.
It is supported by a leading US-based AI firm and helps predict customer behaviour and emotional responses to packaging, websites, and even social content.
But for me, this is about far more than being first. It is about using AI in ways that genuinely add value – not just for the biggest global players, but for brands of every size. And it is about making sure that as we embrace this incredible technology, we do so responsibly.
When it comes to choosing what kind of AI to work with, I believe that you need to genuinely be impressed by its capabilities. It must deliver on what you need and to the benefit of your clients. It also needs to be built on a foundation of real substance and data that has been developed over years of research and scientific rigour that gives you confidence that it is not just another tech fad – it has to be something truly transformative.
As someone who has spent years working in creative strategy, I know that great design often walks a fine line between instinct and evidence. There is a lot of talent and intuition in this industry – but there is also a fair bit of subjectivity. Where AI can really add value is when it removes the guesswork.
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Do not get me wrong, it should NEVER replace creative thinking – it should enhance it. It should deliver the ability to test and refine ideas based on how people actually respond, rather than relying solely on opinion or best guesses.
If the correct AI is adopted, it can help brands make smarter, faster decisions about their customers’ drivers, influences and touchpoints. It should also reduce the need for expensive trial-and-error approaches. And, most importantly, it should help create real standout, and even more commercially effective work in increasingly crowded markets.
One thing I feel very strongly about is that this kind of technology should not only be available to multinationals with deep pockets. Every brand – whether it is a startup or a household name – deserves access to insights that can help them grow. There is a real risk with AI that it could become a tool that only benefits the few. That is not right – there needs to be a level playing field so smaller brands are not left behind as the industry evolves.
Of course, adopting AI comes with responsibilities. We all know the power this technology holds – the ability to interpret data at scale, identify patterns we might miss, and predict human responses with uncanny accuracy. But with that power comes the need to be ethical, transparent, and thoughtful in how we use it.
Responsible AI means asking the right questions: Where does the data come from? How are the models trained? What assumptions are baked into the technology?
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I also strongly believe that AI should never be about replacing human talent – especially in the creative industries. At Tribe, we are using AI as a tool to support our people, not sideline them. It gives our designers and strategists better information, sharper feedback, and clearer direction so they can spend more time doing what they do best: creating meaningful and effective work.
For me, this all comes back to understanding people. That is what marketing is really about – understanding how people think, feel, and behave, often in ways they themselves are not fully aware of. We know that most consumer choices are driven by unconscious processes. So being able to tap into that, and predict responses before a product even hits the shelf, is a genuine gamechanger.
But it is only powerful if it is used with care. We are not interested in manipulation or shortcuts. We are interested in making brands more relevant, more useful, and more human. AI can give us the tools to do that, but only if we use it wisely. We need to tread carefully, we need to balance innovation with integrity, and technology with empathy, but always in a way that puts people first.
AI is the future, yes. But it is how we use it that will define whether it is a force for good.
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