AI in Marketing & Creative: How It’s Shaping the Future in Australia
Posted on September 2025 By Stopgap Australia
Artificial Intelligence (AI) has rapidly evolved from a futuristic concept to an everyday tool, and nowhere is this more evident than in Australia’s marketing and creative industries. Both in-house marketing teams and creative agencies are experimenting, adapting, and in many cases fully embracing AI to streamline processes, sharpen strategy, and unlock new levels of creativity.
Yet, while adoption is accelerating, businesses are still learning how to balance human ingenuity with machine-powered efficiency. So, what does this mean for marketing and creative today, and what can we expect in the years ahead?
1. Adoption Is on the Rise
Around 40% of Australian SMEs are already using AI, with awareness and intent growing each quarter.
For in-house teams, AI is most often used for content generation, campaign reporting, and audience insights.
For agencies, the focus is on large-scale campaign optimisation and creative ideation.
Surveys show 97% of creative professionals feel comfortable with AI, with most saying it saves time and removes repetitive work.
2. From Automation to Strategy
AI is moving beyond “helper” status:
In-house marketers use AI to personalise content at scale, track customer journeys, and gain real-time insights for decision-making.
Agencies are embedding AI into strategy with tools that analyse data, adjust ad spend in real time, and create campaign variations.
Across both settings, automation frees up headspace for high-value activities, whether that’s brand building in-house or bold creative strategy within agencies.
3. Unlocking Efficiencies & Creativity
AI is streamlining workflows everywhere:
In-house teams save time on reporting, market research, and testing campaigns, allowing more focus on customer engagement and strategy.
Agencies benefit from faster production cycles, enabling reinvestment into talent and bigger ideas.
Generative tools support brainstorming and testing, helping both sides reach creative solutions faster.
Importantly, AI acts as a co-creator, not a replacement; human oversight and imagination remain central.
4. Challenges & Hesitations
Despite clear benefits, hesitation remains:
In-house teams worry about originality, brand voice consistency, and the risk of becoming overly reliant on AI.
Agencies weigh concerns around copyright, data bias, and ethical transparency with clients.
Both sides are beginning to develop responsible AI guidelines to keep trust front and centre.
5. The Future of AI in Marketing & Creative
The trajectory is undeniable:
Australia’s generative AI market is forecast to reach AU $16.5 billion by 2031, up from AU $2.5 billion in 2025.
Expect more real-time personalisation, predictive modelling of customer behaviour, and AI-powered creative optimisation across both agencies and in-house teams.
Those who integrate AI thoughtfully will gain a competitive edge, while still showcasing the uniquely human ideas that make marketing and creativity resonate.
Closing
AI is no longer an experiment; it’s becoming fundamental to how both in-house marketers and creative agencies operate. The opportunity lies in embracing AI as a partner: one that boosts efficiency, sharpens strategy, and enhances creativity, without ever losing the human spark that drives great campaigns.
