AI technology can greatly enhance many facets of marketing, but only if marketers avoid falling into productivity and imagination traps. Barlow encouraged the creative and media industry to embrace AI, but avoid two common traps. ‘Not good enough’ is also referred to as an extraordinary waste of money, also a fast track ticket to commoditisation.”The imagination trap comes from over-relying on machines rather than take control of the creative process. And worse still, it can remove creative people from important parts of the creative process,” she said. And that is not just creative work, that is also strategies, that is also your plans,” she said.