Generative vs operational AI: ITG CEO's insights

“There’s been too much talk about what AI can make. The smart CMOs are starting to ask what it can fix.” 👏 Andrew Swinand is right. Marketing as a whole has been distracted by the bright lights of generative AI, when Operational AI is what will actually drive ROI and growth. The goldmine for marketers isn’t using AI to generate content, but in what Andrew calls “the boring bit” — the tedious manual tasks and processes that creatives get stuck with, which stops them from doing work that drives meaningful value for the business, and for them as people 🩷 A brilliant interview in The Drum from Association of National Advertisers Masters of Marketing, which you can find in the comments 👇

Love seeing Inspired Thinking Group (ITG)'s take in The Drum 💗 💡 As Andrew Swinand shares, 90% of AI investment isn’t delivering real ROI, because marketers are chasing shiny outputs rather than fixing the operational work that actually moves the needle. The real value? Automating the repetitive, connecting content and data, and freeing teams to focus on creativity. That’s where measurable impact comes from ✅ This is exactly the kind of operational AI thinking that’s powering ITG’s clients to produce more, faster, and smarter. Find out more via the link in the comments👇

Love this piece on generative vs operational AI. Recommend taking time to read this The Drum feature interview with Inspired Thinking Group (ITG) CEO Andrew Swinand.

Encourage all to read this POV on AI in the creative space. When we hear AI, most cringe and think of generative AI. The real magic actually lies within operational AI which leaves more space and time for us to be creative and produce better work!

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