Adobe reported a 57% engagement lift from an AI-selected creative treatment. Saul Marquez explains why that number can rise while your market position erodes, using a 2024 Science Advances study in which AI-assisted writers produced better stories that were also more similar to each other. For healthcare marketers, the collapse of the production barrier means positioning is now the only thing left to compete on.
Key takeaways:
A 2024 Science Advances study of 293 writers found AI assistance raised individual creativity while reducing collective novelty
Adobe's reported 57% engagement uplift measures immediate response, not defensibility or comprehension
Platforms reward easy-to-process creativity, so repeated optimization can strip the precision that made an idea distinctive
The WHO has warned that generative systems encourage automation bias, a heightened risk when claims are clinical
Scarcity of production talent used to disguise weak positioning; that scarcity is gone
Judgment, not output, is now the constrained resource on a marketing team
Do this today:
Write the one sentence about your market that a direct competitor would refuse to sign
Read your last ten assets back to back and check whether the arguments are interchangeable
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Adobe Report: Read the Adobe Report on human-centered AI: https://business.adobe.com/blog/the-future-of-marketing-with-human-centered-ai