Marketing Leaders Argue Imperfection and Curiosity Are the New Competitive Advantages in the Age of AI
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Meta Description: Top marketing executives at SXSW Sydney reveal why embracing friction and human intuition is crucial for success,even as AI reshapes the industry.
Artificial Intelligence is rapidly transforming marketing, but a growing number of creative leaders believe true progress isn’t about eliminating challenges – it’s about strategically reintroducing them.At a recent SXSW Sydney panel discussion, “Where Did All The real Intelligence Go?”, hosted by Ryvalmedia, marketing leaders from Big Red Group, Ryvalmedia, and Pinterest reached a consensus: friction, imperfection, and curiosity, once considered inefficiencies, are quickly becoming key differentiators.
During the event, moderator Gay the King from IAB engaged Toni westlake, head of Brand and Marketing at Big Red Group, Trent Light, Head of Strategy at Ryvalmedia, and Namita Sopal, Agency Lead at Pinterest, in a discussion about their AI usage and, crucially, how they’re ensuring their teams continue to deliver their best work alongside it.
The Human touch That AI Can’t Replicate
Big Red Group’s CMO, Westlake, shared a stark lesson learned in 2023 when a fully AI-generated Christmas campaign proved to be a significant failure. “We actually now have a rule that anything that touches the customer cannot be AI,” she stated, explaining that the campaign’s perceived perfection led to a substantial increase in cost per click (CPC).
The initial experiment, intended to evoke the “wonder of experiences” through AI, resulted in a CPC of $1.28. In contrast,the following Christmas,after incorporating lessons learned,the CPC dropped to 80 cents,and last Father’s Day,it fell even further to 20 cents. Westlake explained that while the AI-generated work was flawless, it lacked emotional resonance. “We realised it’s the imperfect moments, the hair in the face, the accidental snort when someone laughs, that make people feel something.”
She emphasized that Big Red group’s brand centers around authentic human stories and connection, something AI’s “glassy” perfection struggles to achieve. While the company now utilizes AI for early-stage tasks like trend revelation, it avoids using it for any content directly facing customers. The core takeaway, according to Westlake, is that removing all creative constraints doesn’t improve work; it makes it forgettable.
AI Can Tell You What Worked, But Not Why
Redesigning for Meaningful Friction
A recurring theme throughout the panel was the importance of resisting complete frictionless experiences. When everything is seamless, meaning is lost. Pinterest intentionally designs its workplaces with “positive friction,” spaces that encourage slower, more thoughtful collaboration. “I think it’s really simple,” Sopal saeid. “But just getting together in person more and making that an opportunity to go above and beyond the day to day and lean into something you’re not necessarily working on can only be positive.”
At Big Red Group, curiosity is considered a core job requirement. “Anyone who believes they already know the answer probably doesn’t have space in my team,” Westlake stated.
It’s clear that these marketers aren’t rejecting AI outright. While automation can accelerate output,creativity still fundamentally depends on the interplay between data and instinct,speed and slowness,precision and imperfection.
You can read Trent Light’s recaps of his experience at SXSW here: Day One and Day Two.
