Will AI Replace Creatives? Rogerwilco's CEO Weighs In

Charlie Stewart, CEO of Rogerwilco, weighs in on ChatGPT and what the rise of this remarkable AI tool means for the advertising industry – and for the creatives who power it.

Since bursting into the mainstream, ChatGPT has sparked intense debate across virtually every industry. In advertising and marketing, the conversation has been particularly charged: could AI render human creatives redundant? It's a question that's easy to sensationalise but worth examining carefully.

Stewart explores the nuance behind the headlines. While ChatGPT demonstrates impressive generative ability – producing copy, ideas and even poetry at remarkable speed – the technology raises as many questions as it answers. What does creative authorship mean when a machine can mimic it? Where does the value of human insight, cultural understanding and genuine emotional intelligence fit in?

Rather than framing AI as a threat, Stewart invites us to consider it as a tool; one that – like every major technological shift before it – will reshape how we work rather than simply replace who does the working. The agencies and creatives that thrive will be those who learn to harness AI's capabilities while doubling down on the distinctly human qualities that no algorithm can replicate.

Read the full “#ClicksnTricks: ChatGPT's Poetic Licence” article on MarkLives to explore Stewart's perspective in full.