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There’s a version of the AI debate that refuses to go away. One side says human creativity is irreplaceable. The other says AI will eventually render it redundant. In practice, neither framing is particularly useful to a marketing professional trying to do their job well in 2026.

The more interesting question isn’t which is better. It’s how the two work together and how clearly marketers understand the difference between what AI excels at and which tasks still require a human brain.

The Numbers Don’t Lie: AI Is Here to Stay

Let’s be honest about what AI brings to the table. The adoption numbers alone tell a compelling story. 91% of marketers now actively use AI in their work, up from 63% the previous year, proving that AI isn’t a nice-to-have anymore — it’s the baseline. And for good reason. AI accelerates research, generates content at volume, personalises messaging at scale, and handles the kind of repetitive, execution-heavy tasks that used to eat entire afternoons.
For marketing teams under pressure to produce more with less, those are meaningful gains. The challenge is what happens next. Because speed and volume, while useful, are only part of the picture, and in isolation can undermine the work.

Why Speed Without Strategy Falls Flat

Salesforce’s Tenth State of Marketing report, compiled from 4,450 marketing decision-makers, contains a finding that should give every marketer pause. Despite 75% of teams having adopted AI, 84% still run generic campaigns. The tools are there, but the output isn’t making a lasting impression.

The report points to data fragmentation as a core culprit. This is what happens when customer data lives in disconnected systems, CRM platforms, email tools, social channels, and ad platforms that don’t talk to each other. Without a unified picture of who the audience actually is, AI has very little meaningful context to work with, and personalisation quickly becomes an educated guess.

But there’s something else at play. When AI is used to generate content without a strong creative brief, a distinctive brand voice, or a genuine understanding of the audience, the result is branding and content indistinguishable from your competitors’. Fast, technically competent, and utterly forgettable. This is where human creativity makes the difference.

Where Human Creativity Still Wins

A comparison of AI-generated and human-created ad campaigns found that AI ads achieved higher click-through rates, while human-generated campaigns generated more leads. Clicks are just a vanity metric if they don’t convert.

What drives someone to actually trust a brand, fill in a form, or pick up the phone is something more nuanced than a well-optimised headline. It’s emotional resonance, storytelling, a sense that the person behind the message understands something real and unique about them.

AI can analyse patterns in existing content and replicate what has worked before. It can’t read a cultural moment, take a creative risk, or craft a narrative that feels human and relatable on its own. That’s where human insight comes in.

The Best Approach in 2026: Blend Both

None of this is an argument for ignoring AI. Quite the opposite. The marketers who will outperform their competitors this year are those using AI to handle the heavy lifting while directing their creative energy toward the decisions that shape campaigns.

Think of it as a division of labour based on capability rather than convenience. AI handles first drafts, keyword research, A/B test variants, audience segmentation, and performance analysis. Human marketers shape the strategy, define the voice, interrogate the brief, and make the creative calls that determine whether a campaign lands or disappears into the void. The teams seeing the strongest results are those investing in governance, creative direction, and strategic oversight alongside the technology.

For SMEs managing their own marketing without a dedicated team, the principle is the same, even if the tools differ. AI can handle the admin and the ideation. But the judgment about what to say, how to say it, and why it matters to your audience is yours to make.

What This Means for Marketing Teams Right Now

The implications for 2026 are clear. Marketing roles are not disappearing, but they are changing. While execution tasks are increasingly automated, they still need oversight.

Roles that blend strategy, creativity and analytical thought are becoming more valuable, not less. Teams that use AI as part of their infrastructure, while keeping human creativity at the centre of their strategy, are the ones who will build a competitive advantage and feel the real benefits.

The debate between human creativity and AI-generated content isn’t going anywhere any time soon. But a better question is: how can we use these tools well?

For businesses looking to get the most out of their tools and strike the right balance, working with a digital marketing agency in London can help ensure your AI investment is matched by the strategic and creative thinking that delivers results.

NEW YORK — GameStop Corp. (NYSE: GME) shares fell more than 2% in early trading Tuesday, dipping to around $23.26 as investors digested the company’s surprise $56 billion proposal to acquire eBay and weighed ongoing challenges in its core retail business amid persistent meme-stock volatility.

The video game retailer’s stock opened lower after a volatile session on Monday that followed news of CEO Ryan Cohen’s ambitious all-stock-and-cash bid for the online marketplace giant. While the proposal initially generated excitement, skepticism quickly emerged over the feasibility of the deal given GameStop’s market capitalization and strategic fit questions.

As of 10:05 a.m. EDT, GME traded down about 0.58 points or 2.43%, continuing a pattern of sharp swings that have defined the stock in recent years. Volume remained elevated as retail traders and institutional investors reacted to the latest chapter in GameStop’s evolving story.

The eBay Bid and Market Reaction

GameStop formally proposed acquiring eBay at $125 per share in a combination of cash and stock, a move that would dramatically reshape the company into a broader e-commerce player. eBay shares jumped on the news, but GameStop’s stock faced pressure as analysts questioned the deal’s likelihood and potential dilution for existing shareholders.

Prominent investor Michael Burry, known for his past involvement with GameStop, reportedly exited his position following the announcement, adding to the bearish sentiment. Several Wall Street firms expressed doubts about the transaction’s success, citing the massive size disparity and integration challenges.

Core Business Remains Under Pressure

Despite the headline-grabbing proposal, GameStop’s traditional retail operations continue to face headwinds. The company has been closing hundreds of stores as it shifts toward collectibles, digital initiatives and potential new ventures. Recent quarterly results showed declining hardware and software sales, partially offset by growth in collectibles.

The company maintains a substantial cash position — exceeding $9 billion including marketable securities and Bitcoin holdings — giving it firepower for strategic moves. However, critics argue the core business model remains challenged in a market dominated by digital downloads and shifting consumer habits.

Meme Stock Legacy and Volatility

GameStop remains a favorite among retail investors, with its history of short squeezes and viral social media attention driving periodic spikes. The stock has shown resilience in 2026 compared to other meme names, but it continues to experience sharp intraday moves tied to news flow and sentiment rather than traditional fundamentals.

Analysts remain divided. Some see potential in Cohen’s vision to transform GameStop into a more diversified technology or e-commerce entity, while others warn of execution risks and question long-term viability without clearer profitability paths.

Financial Position and Strategy

GameStop’s strong balance sheet provides flexibility. The company has used equity offerings and convertible notes in the past to bolster cash reserves. Leadership under Cohen has emphasized capital allocation, cost discipline and exploration of transformative opportunities.

Upcoming earnings, expected around early June for the first quarter, will offer further insight into operational performance and any updates on strategic initiatives, including the eBay proposal or alternative uses of capital.

What Investors Are Watching

Traders are closely monitoring social media sentiment, options activity and any regulatory or formal responses from eBay. The bid remains non-binding, leaving significant uncertainty about whether it advances to formal negotiations or serves primarily as a statement of intent.

Broader market context also plays a role. Easing geopolitical tensions helped support equities Tuesday morning, but GameStop’s movement appears driven more by company-specific news than macro factors. Technical levels around $23 and $25 have proven important in recent sessions.

Longer-Term Outlook

GameStop’s future hinges on successful execution of its strategic pivot. While the eBay bid represents a bold vision, success is far from guaranteed. Investors continue debating whether the company can evolve beyond its legacy retail roots into a sustainable growth story or if it remains primarily a vehicle for speculative trading.

For now, volatility is likely to persist. The stock’s meme heritage ensures it will remain in the spotlight, but sustainable gains will require tangible progress on profitability, innovation and deal-making. As developments unfold around the eBay proposal and quarterly results, GameStop will continue testing the line between fundamental transformation and headline-driven speculation.