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# Performance Marketers Are Wrong About AI Creative
- URL: https://adjacent.media/signals/performance-marketers-are-wrong-about-ai-creative/
- Published: 2026-07-23T10:05:51.000Z
- Updated: 2026-07-23T10:05:51.000Z
- Description: As generative AI tools like Claude become production-ready for ad copy and creative work, the performance marketing community has split into two camps—those dismissing AI as incapable of real creativity and those overselling it as a replacement for human judgment.
- Author: Jonathan Greene
- Tags: #signal, theme-consumer, creator economy mechanics, ai-generated content adoption, attention economy

Source: [Josh Lachkovic](https://open.substack.com/pub/joshlachkovic/p/creative-in-the-time-of-claude)

As generative AI tools like Claude become production-ready for ad copy and creative work, the performance marketing community has split into two camps—those dismissing AI as incapable of real creativity and those overselling it as a replacement for human judgment. AI excels at generating volume and variation at scale but lacks the intuitive understanding of brand voice, market psychology, and creative risk that separates competent ads from ones that shift behavior. Teams that treat these tools as creative amplifiers—using them to stress-test ideas, generate alternatives, and accelerate iteration cycles that humans still direct—are outperforming both the pure AI shops and the skeptics.