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Tycho Luijten
Of course we use AI. We're a B2B marketing agency with 70 young, innovative people who work with AI day in and day out. But when it comes to the foundation of campaigns and content, we've learned that the most important work still needs to be done by humans.
Ideation and scripting require a deep understanding of the people we're trying to reach. We've tested this with AI, but it simply doesn't deliver the same level of insight or empathy. Our most successful campaigns and content always start with people who truly understand the audience and what drives them.
Because at its core, marketing is about empathy. It's about understanding someone so well that you can tell a story that genuinely resonates. That foundational work remains human.
Where AI comes in is in amplifying that thinking. We use it to format, repurpose, and scale our ideas, making great work go further, faster.
That's how we approach it: humans lead the thinking, AI enhances the execution. Not artificial intelligence replacing creativity, but creative intelligence, powered by AI.
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