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Having spent time working with Xbox, YouTube, Unity and Figma, Deema Tamimi is no stranger to the creative space. Now as the new VP of Marketing at Creatopy, she’s putting her experience to good use, leading initiatives that both destigmatize and empower the use of AI for creativity.
For Deema, AI isn’t about replacing human creatives, it’s about collaboration. As she puts it: at the centre of the process is “the human who has an idea, an aesthetic, or a spark,” and AI is simply the tool that can help accelerate and enhance human work.
Navigating this fast-moving space isn’t without its hurdles, though. Deema describes today’s landscape as the “wild, wild west days of AI solutions,” where choosing the right tool for the job is overwhelming in and of itself. Deema also points out that this complexity is compounded by unclear pricing models. “The pricing models for AI solutions vary,” she notes, “and they often feel very complicated”. Fortunately, Deema is confident that this issue will improve over time, as both the technology and the prices begin to settle and more human-focused solutions start to come together.
Despite the current challenges being faced, Deema still remains optimistic about AI’s future in marketing. She believes that when marketers will begin to treat AI as their creative partner, rather than just a productivity hack, and that this is where the real magic will happen. “AI isn’t meant to take the wheel away from you,” she explains, “it’s there to help you see new routes”. But for this benefit to truly shine through, it remains vital that the human stays in the driver’s seat.
“Challenge it. Collaborate with it. Let AI do some of the heavy lifting, but make sure your team’s unique and human perspective and creativity are what shine through. That’s where you’ll find the real value – and honestly, that’s where the fun happens as well.”
With this human-centered mindset, Deema is eager and ready to explore how AI can amplify rather than replace creativity in and around marketing. With this belief in mind, we decided to start by asking her how AI-enhanced marketing could create a connection that feels truly authentic to the humans receiving them.
I think this is where the beauty of the co-pilot model shines. Humans are still bringing their creative vision, touch and guidance to the table, working with AI to enhance and accelerate the workflow and the output. But at the inception and centre of the whole process is the human who has an idea, an aesthetic, or a spark that they can bring to life with the help of AI. That spark or vibe is what sets things in motion with AI and remains a constant guide. The combination of the human spark and co-pilot is where I see the potential for a real harmony, but also where human authenticity remains relevant. And alongside the creative process, I see plenty of opportunity for marketers to continue to guide and infuse an authentic voice. It’s a matter of co-creation, and in that co-creation, human authenticity can be continually infused to keep things feeling real and to ensure the result resonates with its audience.
Humans are incredibly adaptable, and as we have adapted to tons of innovations that have made our lives easier, I think we will do the same thing with AI, very quickly. I say very quickly, because perhaps the speed of change is where things feel a bit unique.
The infusion of AI into our workflows and products has felt like it happened overnight and is continuing at warp speed. While there are lots of efficiencies gained during this time of chaotic and massive growth, I think the chaos is a bit daunting and counter-productive.
It feels like there is an AI for everything and a tool for every little part of our complicated and fragmented workflows. I think marketers will be seeking out solutions that really fit and solve our marketing needs as a whole; agents that are connected, understand and can help with the whole marketing flywheel from research, to creation, to learning and optimizing.
These vertical solutions that can assist across several workflows, to provide holistic help, will be what marketers will seek, and they will adapt to a new model of marketing that I believe will be more strategic and less full of mundane tasks and frustration over fragmented tools and workflows.
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I think the biggest challenge is figuring out which AI solution or even LLM to use for what. It feels like we are in the wild, wild west days of AI solutions, and figuring out the AI stack is daunting. And new things are popping up every day, so it’s a challenge to remain on the cutting edge. Again, the speed of change feels unique, and it is a challenge. I look forward to when things settle a bit and more holistic, human-centered solutions start to come together and deliver on the promise of what AI can do when it’s connected across multiple workflows and acting like a true vertical co-pilot.
Another thing that is worth mentioning is pricing. The pricing models for AI solutions vary, and they often feel very complicated. This is a challenge for the marketer marketing these products and for the consumer. This seems solvable, but I think a few standards will need to rise to the top to make this easier on everyone.
Vertical AI solutions are going to be game changers. The companies that truly understand a customer segment’s pain (whether that’s for marketers or lawyers), those companies will hone the interface, experience and outputs in a way that taps into the magic of AI, eliminating a lot of the confusion and fragmentation when having to stitch together tools.
To get tactical, those companies will elegantly handle the zero-state (the initial, empty state of an interface or application before any user interaction) because they will know or be able to anticipate the needs of the user. The solution will be primed and honed with a much deeper understanding of the user’s needs, offering up solutions rather than waiting for input.
This is what will make these new companies or products feel like true partners or co-pilots. They will understand you in a way that I think disparate AI tools and previous tech solutions could not.
I think marketers are struggling with the balance and stepping back a bit to imagine what a human/AI co-creation world could look like. I see some marketers who are so excited about what AI offers that they prompt, copy and go. It’s not a lot of co-creation and honing together. This results in inconsistent, uninspiring and unmemorable outputs. And in the more quantitative parts of marketing, I think it can also lead to trouble in terms of humans not really understanding what AI is providing them in terms of insights.
On the other side, you have marketers (and whole companies) who are not integrating AI enough because they see the market as volatile, and they are unsure of the quality of the output. And I completely get that, because you have that other side of the spectrum where people are just prompting, copying and going. That can feel very risky, and it is. But this is where getting that balance and partnership is so critical. The biggest misconception is thinking of AI as either a magic bullet that can replace human creativity and strategy or as a risky, untrustworthy tool to be avoided. In reality, AI is most powerful when it’s used as a partner: a catalyst that amplifies human ingenuity, not a replacement for it.
At Creatopy, our vision is to provide agentic AI that works with marketers across the entire flywheel—from inspiration and research, to creation, to launch and through to learning and optimization. We believe the future isn’t about humans versus machines, but about co-creation: using AI to handle the heavy lifting of data analysis, ideation and automation, while marketers guide the narrative, inject emotional intelligence and make the strategic calls.
If I could give just one piece of advice to marketing teams dipping their toes into AI, it would be this: Start by getting curious, not just efficient AND have fun. Seriously—don’t fall into the trap of thinking AI is just about automating what you already do a little faster or cheaper. The real magic happens when you treat AI like a creative partner, not just a productivity hack.
Here’s how I think about it: Imagine you’re building out your marketing campaign from the very beginning. AI isn’t meant to take the wheel away from you—it’s there to help you see new routes, spot patterns you might miss and maybe even spark ideas you wouldn’t have had on your own. But you’ve got to stay in the driver’s seat. That means experimenting, questioning and always, always editing. Use AI to get inspired, to create, to launch and to learn—but don’t just hit “generate” and call it a day.
So, my advice is to play with it. Challenge it. Collaborate with it. Let AI do some of the heavy lifting, but make sure your team’s unique and human perspective and creativity are what shine through. That’s where you’ll find the real value—and honestly, that’s where the fun happens as well.
