Advertising and marketing have evolved in ways I never imagined, yet at their core, they remain the same—storytelling, persuasion, and a constant battle between creativity and data. Watching Mad Men again recently, I was struck by how much today’s AI-driven marketing world mirrors the golden age of advertising. That tension between innovation and expectation, bold ideas and practical execution—it’s all still there. The difference now? AI has joined the conversation, generating concepts, predicting consumer behaviour, and reshaping the creative process.
Welcome to the era of Mad AI, where machines can think like advertisers, but human intuition still guides the story. No matter how advanced technology becomes, the best marketing still relies on both—the precision of AI and the irreplaceable instincts of human creativity.
by Kasun Illankoon, Editor-in-Chief at Tech Revolt
From Intuition to Data-Driven Creativity
In Mad Men, advertising strategies were predominantly shaped by human creativity and subjective judgement. Campaigns were born from brainstorming sessions, personal anecdotes, and a keen sense of cultural trends. For instance, Don Draper’s iconic pitch for Kodak’s slide projector, dubbed the “Carousel,” was rooted in nostalgia and personal storytelling, aiming to evoke an emotional connection with consumers.
One of the most striking parallels between Mad Men and modern AI-driven marketing lies in Don Draper’s interactions with Conrad Hilton. Hilton hires Don, gives him a grand but vague directive—he wants Hilton to be “everywhere”—and expects visionary results. Don delivers a solid campaign, but Hilton is disappointed because Don failed to imagine Hilton “on the moon.” This moment mirrors the expectations of today’s marketing leaders. Executives want campaigns that push boundaries, that feel larger than life. The difference? AI has the capacity to generate that kind of audacious thinking.
If today’s AI-powered marketing tools had been in Don’s office, they could have instantly analysed market trends, audience sentiment, and even predicted how a “Hilton on the moon” concept might have been received. AI, unrestricted by human bias or traditional creative constraints, might very well have generated an ad concept featuring a Hilton lunar resort. But would that have been enough? Would it have resonated emotionally with audiences? That’s where the human touch remains indispensable.
Brands Embracing AI in Marketing
Several forward-thinking brands have already integrated AI into their marketing strategies, reaping significant benefits. Mondelez International, the parent company of brands like Oreo and Ritz Crackers, has embarked on a three-year initiative to develop an AI platform aimed at enhancing their marketing performance. Collaborating with tech giants such as Google and Accenture, Mondelez has allocated US$100 million to this project, with expectations to reduce agency fees and production costs by 20%, approximately US$40 million.
By training AI models with historical advertising content, Mondelez has accelerated its creative processes. Notably, they developed a storyboard for their Côte d’Or chocolate brand in just three days—a task that traditionally took three weeks. This efficiency not only reduces costs but also allows for more agile and responsive marketing campaigns.
Similarly, Coca-Cola has ventured into the AI realm by experimenting with generative AI to create personalised advertisements. By analysing consumer data, AI tools generate content that aligns with individual preferences, enhancing engagement and brand loyalty. This approach signifies a shift from mass marketing to a more targeted strategy, where AI assists in delivering the right message to the right audience at the right time.
AI as the Bold Thinker, Humans as the Final Decision-Makers
The Hilton scene from Mad Men perfectly captures the balance between AI and human creativity in marketing today. AI is now capable of thinking bigger, generating bold ideas that once required an advertising maverick like Don Draper. However, just like Conrad Hilton, today’s business leaders still expect vision and ingenuity that transcend data points. AI can propose “Hilton on the moon,” but leaders must decide whether it’s a moonshot worth taking.
The recent US$30 billion merger between advertising giants Omnicom Group and Interpublic Group underscores this trend. The merger aims to create the world’s largest advertising company, with a strong emphasis on leveraging data and AI to stay competitive. This consolidation reflects the industry’s recognition that embracing technology is essential to meet the evolving demands of consumers and clients.
The journey from the Mad Men era to today’s AI-driven marketing landscape illustrates the dynamic nature of advertising. While the tools and methodologies have transformed dramatically, the core objective remains the same: to connect with audiences through compelling narratives. AI offers powerful capabilities to analyse data and predict trends, but it is the human element that breathes life into these insights, crafting stories that resonate on a profound level. As we move forward, the fusion of AI and human creativity will continue to redefine the boundaries of marketing, leading to more personalised, efficient, and impactful campaigns.
