Don’t get rid of humans yet: Reflections on Matalan’s AI radio ads
Opinion
While Matalan’s AI-generated ads have generated a lot of buzz, human involvement remains crucial to ensure authenticity, emotional resonance and meaningful storytelling.
Last week, The Media Leader highlighted a groundbreaking moment in the world of audio advertising: the launch of Matalan radio ads created entirely by AI.
This innovative approach generated a lot of buzz, showcasing the potential of AI to create advertising content quickly and efficiently. While AI’s capabilities in automating tasks, analysing data and generating content have undoubtedly evolved, the launch of these AI-generated ads also raises an important question: can AI truly replace the nuanced creativity, emotional intelligence and human touch that lie at the heart of compelling advertising?
While AI can play a valuable role in the creative process, human involvement remains crucial to ensure authenticity, emotional resonance and meaningful storytelling in advertising.
Here’s why.
Understanding human emotion and empathy
One of the most critical aspects of effective advertising is the ability to connect with audiences on an emotional level.
Successful ads don’t just convey information; they tell stories that resonate, provoke feelings and create lasting impressions. Humans have an innate understanding of emotions, cultural nuances and shared experiences that AI, despite its advancements, still struggles to replicate.
While AI algorithms can analyse data to identify trends and predict consumer preferences, they lack the intuitive understanding of human emotions that comes naturally to human creatives.
AI might be able to produce an ad that fits a certain formula or pattern based on historical data, but it often lacks the depth, sensitivity and empathy needed to create content that genuinely moves people.
Advertisers know that great ads are not just about being seen but about being felt — and that requires a human touch.
Creativity beyond the data
AI relies heavily on vast amounts of data to generate creative outputs. It analyses existing content to understand what works and what doesn’t, then creates new content based on those insights.
However, this approach has its limitations. AI can only work with the data it is fed and this often means it generates content that is derivative of what has already been done.
True creativity often comes from thinking outside the box, challenging conventions and taking bold, unexpected risks.
Human creatives draw inspiration from a wide range of sources — personal experiences, emotions, societal issues and cultural trends — that go beyond data points and algorithms. They bring originality and freshness to the table by pushing boundaries, experimenting with new ideas and developing unique concepts that stand out in a crowded market.
For instance, some of the most memorable ads in history — such as the British Heart Foundation’s “flatlining” campaign or Highways England’s “Space Invader” — were born not from data but from human insight and creativity that dared to challenge the status quo.
Cultural sensitivity and contextual awareness
Cultural sensitivity is a critical factor in crafting ads that resonate with diverse audiences. AI, for all its capabilities, lacks the contextual understanding and cultural awareness required to navigate the complexities of human society.
What might be an appropriate and effective message in one culture or context can be completely misunderstood or even offensive in another. Human creatives bring a level of cultural awareness and sensitivity to the creative process that AI cannot yet replicate.
In an era when consumers are increasingly vocal about their values and social issues, brands must be especially careful about how they position themselves and their messages. AI might miss these nuances, leading to tone-deaf content that could damage a brand’s reputation.
Human involvement ensures that creative content is culturally relevant, contextually appropriate and aligned with brand values.
A tool, not a replacement
AI certainly has a place in the creative process, but it should be seen as a tool that enhances human creativity, rather than a replacement for it.
It can analyse vast amounts of data to provide valuable insights, automate repetitive tasks and even generate initial creative concepts. However, the refinement, strategy and final decision-making should rest with human teams who understand the brand, audience and broader cultural context.
Collaboration between AI and human creatives can yield impressive results — AI can handle the heavy lifting of data analysis and repetitive content creation, freeing human creatives to focus on the strategic, conceptual and emotionally driven aspects of the campaign. This balance ensures that the content is not only data-driven but also emotionally resonant, innovative and authentic.
Maintaining authenticity and brand voice
Every brand has a unique voice, personality and a set of values that need to be consistently communicated across all channels.
Human creatives are essential for maintaining this authenticity, ensuring that every piece of content — whether it’s a radio ad, social media post or digital campaign — aligns with the brand’s ethos.
AI, while effective at mimicking styles based on data, lacks the genuine understanding of what makes a brand unique.
Connecting with audiences
For me, while Matalan’s AI-generated radio ads “do the job”, they serve as a reminder that AI, for all its capabilities, can’t replace the human elements that make advertising truly effective.
Empathy, creativity, cultural sensitivity and authenticity are qualities that AI can’t replicate but are essential to connect with audiences in meaningful ways.
In the end, the most powerful advertising will always be created by humans who understand what it means to be human, albeit inevitably aided by AI as a powerful tool in their creative arsenal.
Matt Hopper is co-founder and creative director at Trisonic