[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbalancing-ai-driven-optimisation-with-human-creative-control-video":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":436,"breadcrumbs":437,"reading_minutes":172,"category":445,"head":448},"2025-08-22T12:39:46",{"rendered":6},"\n\u003Cp>Join marketing experts Claire Elsworth and Immy Sheppardson as they discuss how to strike the perfect balance between technology and creativity for powerful, authentic campaigns. \u003C\u002Fp>\n\n\n\n\u003Cp>In this video, you’ll learn: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The Problem with Over-reliance on AI: Find out why using AI without human input can lead to generic, ineffective content that gets lost in the noise. \u003C\u002Fli>\n\n\n\n\u003Cli>AI as an Amplifier: Discover how to use AI to amplify human ideas and strategies, from ideation to final execution. \u003C\u002Fli>\n\n\n\n\u003Cli>Predicting Creative Effectiveness: Learn about innovative AI tools that can predict how well a creative asset will perform even before it goes live, saving time and resources. \u003C\u002Fli>\n\n\n\n\u003Cli>Balancing Data and Creativity: Understand how human unpredictability and platform data are essential for continuous learning and optimising campaigns, even with automated systems.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Balancing AI-Driven Optimisation with Human Creative Control with Claire Elsworth & Immy Sheppardson\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FF-bIWLRSDi8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"transcript\">Transcript\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Immy Sheppardson: \u003C\u002Fstrong>AI has huge possibilities, especially if you have small budgets or limited time. I think the limitation comes in when we are solely using AI, because if we only use AI and everybody is using AI, we’ll create content that is just noise. It will just blend into the landscape of what everybody else is doing. And in today’s world, we need to break through. So we need to start with human thought and then use AI to amplify it, rather than solely relying on AI to do all the legwork.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Claire Elsworth: \u003C\u002Fstrong>We still need smart thinking; we still need strategic ideation going into the briefs or the prompts that we’re giving AI. The technology then really takes the heavy lifting in activation or output.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Immy Sheppardson: \u003C\u002Fstrong>AI can create some amazing things, but there are also lots of examples of really bad AI. If a customer sees an ad that you’ve put out there and, for example, it’s got a model in it who’s got four fingers or their nose is where a nose shouldn’t be, they’re going to have a really negative connotation with you as a brand, and they’re probably going to lose some trust.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Claire Elsworth: \u003C\u002Fstrong>There’s also a big role that AI and certainly automated creative delivery has in driving experimentation and how we learn about the effectiveness of creative. How do you see things like AI-driven technology supporting that creative experimentation process?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Immy Sheppardson: \u003C\u002Fstrong>Yeah, I think it’s got a huge role. I think, as we were just talking about, if we use our time efficiently to think up front and we just use AI to kind of roll out the concepts, it’s going to be a much better use and efficiency of our time.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Claire Elsworth: \u003C\u002Fstrong>There’s also quite an interesting use case of AI in predicting effectiveness before assets actually go live. We’ve got some quite interesting behavioural science technology which maps predicted eye tracking. It puts hotspots over a creative asset to help you understand what about the asset is working or not working and how it thinks an audience is going to respond to it. So that’s actually helping us optimise before assets are even out the door, which is really critical in making sure we’re maximising the effectiveness of that creative output.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Immy Sheppardson: \u003C\u002Fstrong>Making sure that we’re testing that before it gets live is super helpful for the creative process to ensure we’re creating assets that actually perform. But it doesn’t substitute for experimenting in the programme and making sure that they’re working on the platform, because I think AI will still learn to a degree, but customers will still perform however they want to—their behaviour changes. So we need to make sure we’re looking at the platform data too.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Claire Elsworth: \u003C\u002Fstrong>There’s always a degree of human unpredictability that AI will never get. So when we’re working with brands who are trying to understand how to utilise AI in their creative process, what are the key considerations that you’d advise them on?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Immy Sheppardson: \u003C\u002Fstrong>There are three key areas really to focus on. You’ve got using AI to help you create content from concepts, so like some really big-picture, exciting ideas. You’ve got using AI to help you with the testing before it gets to the platform, so heat mapping, seeing where attention actually sits. And then using AI to really help you roll that out so you can make sure that there’s efficiency within the team and you’re using the brains that you have to really do the big-picture thinking.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fcreative\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FCreative-Strategy_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30125\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",false,"standard",[10,11],290,284,[],[14],106,[16,17,18,19,20,21,22,23,24],"post-34289","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative","category-digital-strategy",{"page_content_modules":26,"hero":169},[27,124],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"Balancing AI-Driven Optimisation with Human Creative Control [Video]",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},28,"\u002Fabout\u002Four-team\u002Fgreg-holland\u002F","Greg Holland","Associate Director - Strategy","Associate Director - Strategy, with a love for data-driven analysis. Puts the \"fun\" in \"conversion funnel.\"","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":40,"job_title":36,"specialist_service_links":41,"photo":68},"\u003Cp>Associate Director – Strategy. Joined Impression in August 2017.\u003C\u002Fp>\n\u003Cp>I joined Impression straight from University where I studied Economics. Coming straight from an Economics degree helped me fit right into the world of PPC and gave me the ability to spot the potential for growth and create strategies to achieve said growth in accounts both big and small.\u003C\u002Fp>\n\u003Cp>Day to day I focus on managing my team, delivering clients’ strategies and I also get involved in pitching. I specialise in data analysis tools like Supermetics, creating templates and automating processes for the wider team to use in everyday account management and in their own data analysis.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I’m proud of completing the Pokedex when I was younger, my extensive collection of duck ornaments and landing a job at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I enjoy playing music, going to gigs, watching something at the cinema and nerding out over some chunky board games. I’m also usually up for a drink and love a good beer.\u003C\u002Fp>\n",[42,60],{"page":43,"link_text":48},{"ID":44,"post_author":45,"post_date":46,"post_date_gmt":46,"post_content":47,"post_title":48,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":51,"to_ping":47,"pinged":47,"post_modified":52,"post_modified_gmt":52,"post_content_filtered":47,"post_parent":53,"guid":54,"menu_order":55,"post_type":56,"post_mime_type":47,"comment_count":57,"filter":58,"url_path":59},221,"98","2020-12-18 15:16:14","","PPC","publish","closed","ppc","2026-02-25 14:37:29",169,"\u002F?page_id=221",0,"page","0","raw","\u002Fpaid-media\u002Fppc\u002F",{"page":61,"link_text":63},{"ID":53,"post_author":45,"post_date":62,"post_date_gmt":62,"post_content":47,"post_title":63,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":64,"to_ping":47,"pinged":47,"post_modified":65,"post_modified_gmt":65,"post_content_filtered":47,"post_parent":55,"guid":66,"menu_order":55,"post_type":56,"post_mime_type":47,"comment_count":57,"filter":58,"url_path":67},"2020-12-17 10:02:30","Paid Media","paid-media","2026-06-15 15:58:53","\u002F?page_id=169","\u002Fpaid-media\u002F",{"ID":69,"id":69,"title":70,"filename":71,"filesize":72,"url":73,"link":74,"alt":47,"author":75,"description":47,"caption":47,"name":76,"status":77,"uploaded_to":55,"date":78,"modified":78,"menu_order":55,"mime_type":79,"type":80,"subtype":81,"icon":82,"width":83,"height":84,"sizes":85},24287,"Greg-Holland-NEW","Greg-Holland-NEW.png",356302,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&q=90","\u002Fgreg-holland-new\u002F","12","greg-holland-new","inherit","2023-08-02 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more posts","See all articles","\u002Fblog\u002F",[131,145,155],{"type_key":17,"title":132,"excerpt":133,"to":134,"postedAt":135,"readingTime":136,"image":137,"authors":138,"category":142},"Performance without soul: Why creative is the answer to the ad crisis","\u003Cp>The advertising landscape has been rapidly changing for years. Creatives have constantly had to adapt to new platforms, new trends, and new rules. But something has shifted more fundamentally recently, and it’s worth calling out: We’re in a creative crisis. Why AI-generated content is creating ad blindness AI-generated ads have flooded every feed with content […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhy-creative-is-the-answer-to-the-ad-crisis\u002F","2026-04-09T14:15:21",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fsimone-stander-PVFTIL1DLGA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[139],{"name":140,"image":141},"Immy Fox","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":143,"name":144},"\u002Fblog\u002Fcategory\u002Fcreative\u002F","Creative",{"type_key":17,"title":146,"excerpt":147,"to":148,"postedAt":149,"readingTime":150,"image":151,"authors":152,"category":154},"The Power of Creative in Performance Marketing","\u003Cp>Now is the marketer’s call to action! It’s been found by multiple companies, such as Nielsen, Kantar and Google, that advertising effectiveness can depend on the creative by up to 70%! This, combined with the 4,000 ads we see every day on average, your ad needs to be one of the rare 16% that gets […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-power-of-creative-in-performance-marketing\u002F","2025-12-12T09:23:43",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[153],{"name":140,"image":141},{"to":143,"name":144},{"type_key":17,"title":156,"excerpt":157,"to":158,"postedAt":159,"readingTime":160,"image":161,"authors":162,"category":166},"The Future of Nonprofits: Key trends and marketing tactics for charities","\u003Cp>2025 has navigated a complex landscape for the charity sector. 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