Let’s face it. AI is not the shiny new toy everyone is cautiously optimistic about anymore. It is here and deeply embedded in our workflows, and if you are still resisting it, good luck with that. In the world of marketing, AI is not an extra tool in the kit – it is more like the all-star team member quietly running the backend, keeping everything on track while you focus on the fun stuff: being creative. The trick is knowing how to use it so that you are still the one steering the ship, not watching the bots run the show.

If you think AI is here to take your job, relax. It is more like that eager intern who never complains when the coffee runs out and quietly handles the nitty-gritty. AI may not be part of the brainstorming or pitching process, but it is busy in the background making sure your ideas come together without a hitch.

At Bullseye DDB, we have seen AI step up in some pretty cool ways. For 7up’s “The Up Bar” project (which ended up winning awards), AI helped us design a super sleek floor plan for a setup that needed precise measurements. It was like having a digital architect who kept every layout detail straight. And when it came to project management, AI whipped up a plan with every resource and deadline locked in so we could focus on the creative stuff. Here is the real kicker. AI doesn’t just make work faster; it makes it smarter. No more guesswork; we have data in real-time, so we know what is resonating (and what isn’t) without the second guess. It’s the assistant you never knew you needed but now can’t live without.

We don’t need to introduce generative AI. If you have crossed paths with tools like ChatGPT, you know the drill. Generative AI is letting marketers produce personalised, engaging content at scale. This is not just a “what if” scenario anymore. We are already seeing campaigns that feel like they are tailor-made for every user and created in a fraction of the time a human team would need. Take Jang’s ‘Vision 2047’ campaign (yet another award winner), where we used generative AI to bring people’s dreams to life. We invited readers to share their vision for Pakistan’s future through emails, WhatsApp messages and even handwritten letters. AI sifted through thousands of these inputs, turning them into a cohesive, visually stunning newspaper edition – a reflection of the nation’s spirit. While AI handled the organisation, the hearts, hopes and dreams of real people were purely human. By 2026, it has been predicted that 80% of marketing creatives will be using generative AI (source: Gartner). Whether we are dealing with blog posts, social media assets, or short-form videos, generative AI is like having a content team that is always on time and on brand. But here’s the catch: authenticity. With this rapid-fire content generation, keeping things genuine is key. The challenge is to balance AI’s efficiency with the authenticity only people can bring to the table.

Project management is where AI works its magic. It is not the most glamorous part of the job, but it is the backbone of everything we do, and AI has not just changed the way we approach project management; it has transformed the way we work. From managing complex timelines to automating repetitive tasks, AI has digitised the entire workflow across our organisation.

Notion’s AI-powered capabilities are a great example. They provide us with a tool to streamline operations, manage deadlines, and keep everyone on the same page. Notion’s AI can take notes, summarise tasks and optimise project flows. And it’s not just Notion. There are plenty of customisable tools out there that can fit any specific need. All designed to take care of the nitty-gritty so you don’t have to. However, transitioning to an AI-driven system is not easy. We had to overhaul old processes, tweak systems and bring every team (strategy, operations, creative, and even clients) into the digital fold. The payoff? Nothing short of magical. AI now tracks tasks, monitors project progress, and even predicts potential bottlenecks before they happen. What used to require several people working round-the-clock is now managed seamlessly, freeing up time to focus on the creative and strategic aspects of campaigns.

Budget constraints, technical expertise and even resistance to change are some of the hurdles marketers face. AI might be becoming more accessible, but it still requires an investment – not just in the tools but in the people who need to learn how to use them. Nearly 70% of marketers report facing technical challenges when trying to adopt AI (source: Influencer Marketing Hub). Whether it is integrating new tools within existing systems or dealing with data compatibility, technical roadblocks can slow down progress. And let’s not forget the mindset shift needed – marketers need to get comfortable with letting AI handle the heavy lifting.

Here is where it becomes fun. AI is not even close to reaching its full potential, and we are about to enter a future where AI doesn’t just assist us; it anticipates our needs. Hyper-personalisation will become even more personal. Imagine campaigns that evolve in real-time, adapting to customer behaviour on the fly. Creepy? Maybe. But kind of amazing, too. In markets like Pakistan, where resources can be tight, AI is a massive equaliser by giving smaller agencies the ability to compete with global giants, using the same predictive analytics and real-time optimisation tools. However, no matter how advanced AI becomes, the heart and soul of marketing – the ability to tell stories that make people feel – are still in human hands. AI can streamline and optimise, but it cannot replace the emotional connection that only people can create. But still, buckle up. The AI-driven future of marketing is just getting started and those who learn to use it wisely are going to lead the way.

Sheryar Latif is Chief Strategy Officer, Bullseye DDB. sheryar@be.com.pk