By Olamide Bello
A few weeks ago, a former client called me in frustration. She had noticed that her creative agency now relies almost entirely on artificial intelligence for its work. At first, that may not sound like a problem after all, AI can accelerate processes, spark ideas, and streamline execution. But in her words, the work felt “obviously AI-made,” and she was ready to fire them.
“Don’t fire them yet,” I said. Her frustration was not really about the technology itself. It was about how it was being used and how little she had been carried along in the process.
This is the dilemma facing many creative agencies today. Artificial intelligence is not the enemy; poor integration and lack of transparency are. The truth is simple: AI will not replace creative agencies, but clients who feel sidelined or misled might.
Transparency Builds Trust
Artificial intelligence is here to stay, but how agencies use it will determine whether it strengthens or weakens client relationships. The first rule is transparency. Clients should never feel blindsided by AI usage. Agencies must set expectations clearly from the beginning, explaining where and how AI fits into the creative process.
By bringing clients into the room, both literally and figuratively, agencies can turn potential skepticism into curiosity and partnership. Transparency shifts AI from a suspicious shortcut to a collaborative tool.
Context is Everything
It is not enough to tell clients that AI is being used. Agencies must also provide context. Whether during brainstorming sessions, moodboard creation, or conceptualization, clients should understand which tools are used and why.
High visibility campaigns, consumer-facing projects, and brand-defining work often require a delicate touch. Here, clients must have a say in how much disclosure is made and how it aligns with their brand voice. Setting context ensures they feel empowered rather than excluded.
Keep Human Creativity in Control
AI is brilliant at generating inspiration, but it cannot replace human creativity, intuition, and brand stewardship. A storyboard generated by AI may look polished, but it is only a starting point, not the finished product. Clients need to see and understand this distinction.
When agencies position AI as a co-pilot rather than the driver, they reassure clients that their brand’s uniqueness and authenticity remain protected. In a world where consumers can often spot AI-driven content, this human touch becomes even more valuable.
Reframing the Conversation
The real question is not “Can we use AI?” but “How should we use AI in ways that strengthen brand authenticity, deepen trust, and empower clients?”
Agencies that get this balance right will discover that AI is not a threat but a partner. By building trust instead of fear, they can transform client relationships from transactional to collaborative. Clients no longer feel that something is being done to them but rather with them.
The Future of Creative Partnerships
The future of creativity is not man versus machine, it is man with machine. Agencies that master the art of integration will remain indispensable. Those that rely on AI without context, transparency, or human oversight risk something far more dangerous than job loss: client loss.
In the end, AI will not replace creative agencies, but clients who lose confidence certainly will. The challenge, therefore, is not about resisting change but about leading it responsibly.
