Will Digital Marketing End Because of AI?

Written by Paulina Wasiak, Founder of DMalip
Digital marketing strategist specialising in H2H (Human-to-Human) marketing.

Read time: about 5 minutes.

This is certainly a hot topic these days. However, at DMalip, we aim to go deeper – to explore it from a broader, more unconventional perspective – and leave you with questions to consider and reflect upon. We believe that the journey from point A to point Z is often more valuable than simply arriving at the final conclusion. With that in mind, we leave you with some food for thought.

We do not claim to have all the answers to these questions ourselves, but we believe in questioning the world around us and exploring ideas from different perspectives.

In this blog series, we will examine the elements that we believe will remain fundamentally human-centred in digital marketing, even in the age of AI – for those who choose to keep them that way.

One of the key elements that we believe is fundamentally human is CREATIVITY.

So, what is creativity?

According to the Cambridge Dictionary, it is the ability to produce original and unusual ideas, or to make something new or imaginative.[1]

Okay, that’s a good starting point. But is creativity really that simple?

This leads us to another question: if most of us use AI in our daily work, how will we continue to generate original and unusual ideas?

One piece of research suggests:

“At the end of the day, AI is making everyone’s creativity the same. Sure, it may look good at first, but the ever-present AI slop of the same results—the same thing over and over—demands that you come up with something different to stand out at work.” [2]

Going even further, we might ask another question: how has our understanding of creativity evolved over the years, based on the knowledge shared with us through textbooks and academic research?

We could also take a more unconventional route and explore the subject through remote viewing. However, that requires professional training to develop and access those kinds of skills, and not everyone is ready or willing to explore that path.

So, for now, we will stay with the established textbooks and the conventional narrative they present. But is that the whole story? Here is a short snapshot of what they have to say:

Creativity Through the Years

Ancient Times: Creativity was seen as a gift from the gods. Artists and thinkers were believed to channel divine inspiration rather than create something themselves.
Middle Ages: Creativity was mainly used to serve religion, tradition, and spiritual values. Individual creators rarely received recognition.
Renaissance: A major shift occurred. Creativity became associated with individual genius, innovation, and human potential. Artists like Leonardo da Vinci became celebrated creators.
Enlightenment: Creativity became linked to reason, science, problem-solving, and original thinking rather than divine inspiration.
Romantic Era: Creativity was viewed as a deeply personal and emotional force connected to nature, imagination, and self-expression.
Industrial Age: Creativity expanded beyond art into invention, engineering, design, and practical innovation that transformed society.
20th Century: Creativity became more experimental, breaking traditional rules in art, science, culture, and technology. Digital tools opened entirely new creative possibilities.
Today: Creativity is collaborative, technology-driven, and accessible to almost everyone. AI is becoming a creative partner rather than a replacement for human imagination.[3]

So, here at DMalip, we want to ask a bigger question:

How did we get from this:

God → Gifted Individuals → Human Reason → Systems / Education / Culture → Algorithms

And what did we gain – or lose – along the way?

So, essentially, how did we move from something gifted and meaningful to something increasingly shaped, held, and created by algorithms?

Was this by choice, by design, or simply by coincidence?

From our perspective, we can also explore creativity through the lens of ancient Indian spiritual traditions, including ideas found in the broader Vedic tradition. The sacral chakra, or Svadhisthana, is traditionally associated with creativity, emotions, sensuality, and abundance. It is seen as a centre from which we can cultivate creative energy and bring ideas into the world.

So, if we increasingly create with AI and less from within ourselves, what will we get as a result? Will we simply become more efficient creators – or will we gradually disconnect from the very inner source from which creativity arises?

Will the human be back in this chain?

The answer is within you.

You may also ask: how does all of this impact Digital Marketing?

Perhaps the answer is already above.

We believe in balance. We believe in building on strong and lasting foundations. And, above all, we believe that the human should remain at the heart of creativity.

Thank you for reading.

Human-to-human. Always.

Created by imperfectly perfect humans. Speak your mind and heart.

Journey further: Will AI Replace Emotional Intelligence in Digital Marketing? (Part 2).