AI and marketing in a digital world: what I learned from Perago

ChatGPT is often the face of AI for the everyday user, but the true scope of AI extends far beyond this single application. More than ever, businesses are leveraging AI to automate operations and stay ahead of the competition. But what does this mean for the future of design, delivery, and communication? 

This August, I had the opportunity to spend time with the Perago team and see how detailed planning, structured processes, and user-focused thinking come together to produce real, impactful results. I discovered how AI has been seamlessly integrated into their framework, sparking deeper conversations about its role in transforming the field. 

 AI’s Impact: 5 Key Takeaways 

Throughout our discussions, five key insights emerged that highlight both AI’s influence and the challenges it presents within the industry: 

1. Rapid Evolution

AI’s capabilities are shifting at a pace that’s hard to keep up with — and I saw this firsthand at Perago. While supporting a Local Authority in Wales, the team were helping improve how they communicate with residents across multiple channels. Their recommendations initially focused on integrating third-party AI tools to streamline workflows and ensure content stayed compliant with style guides and standards. But when new, more advanced agentic AI tools became available, they quickly adapted their approach. The updated recommendations now include ways to automate processing requests and capturing internal feedback — a real-time example of how quickly the AI landscape can change. 

2. Job Transformation

We’re seeing a decline in roles focused on repetitive or data-heavy tasks, offset by the rise of new positions that leverage AI in creative and strategic ways. This shift raised important questions: How far will automation go? And how will it reshape company culture? 

3. Creative Acceleration

AI can generate visuals, simulate app functionality, model website experiences, and support concept development at record speed. It doesn’t just streamline workflows; it unlocks new ways to explore ideas and innovate throughout the design process. 

4. Personalisation

AI excels at analysing large-scale customer data to deliver highly personalised campaigns. While this improves efficiency, we questioned whether AI can truly replicate empathy or connect with audiences in a way that feels genuinely human and emotionally resonant. 

5. Policy and Ethics

Given AI’s influence, clear internal regulation is essential. What stood out at Perago was their AI policy, which emphasises ethical use, transparency, and employee training. It reinforces the idea that integrating AI isn’t just about technology – it’s about values, education, and responsible governance. 

The Human Factor 

AI can enhance how we design, deliver, and communicate, but it cannot replicate the authenticity, understanding, or emotional insight that human-crafted campaigns naturally bring. 

An over-reliance on machine-generated content risks producing generic, surface-level output that dilutes a brand’s identity. In contrast, I saw the people at the heart of Perago delivering uniquely creative, client-tailored campaigns achieved through thoughtful reflection and close collaboration. 

The business-customer relationship is irreplaceable. While AI can streamline interactions, it may also erode trust if the warmth and personal connection of human communication are lost. What became clear to me is that honest, human interactions are what drive meaningful and lasting transformation. 

 Looking Ahead: A Reinvented Outlook 

When thoughtfully integrated, AI can help businesses reimagine their strategies, unlock efficiencies, and fuel innovation. But the real transformative power lies in striking a balance – pairing cutting-edge technology with human creativity, empathy, and ethical leadership. 

As AI continues to evolve, I’m curious to see how it will reshape job roles, influence brand communication, and challenge organisations to remain grounded in what makes them human. 

New opportunities. New challenges. Not something to fear – something to navigate.