There’s a certain flavor of panic you only see in marketing
departments these days: the “oh God, AI is here and I’m supposed to pretend I
know what I’m doing with it” kind.
You know the look: Eyes like saucers. Slack window open. Fingers
hovering over a prompt box like it’s a bomb defusal device.
And then you read something like this from Thomas Zoëga
Ramsøy and suddenly the room goes still:
“A recent MIT Media Lab report showed that 95% of GenAI
initiatives fail.”
Ninety-five percent. The same number you’d expect if the
strategy were “throw spaghetti at the algorithm and hope it becomes a landing
page.”
But Ramsøy isn’t here to mock us. He’s here to hand us a
map. And it’s surprisingly simple: stop treating generative AI like a magic
trick and start treating it like part of a relay team.
His formula goes like this:
Predictive AI => Suggestive AI => Generative
AI (Human still holding the baton, for now.)
Predictive AI is the one
with its shirt tucked in. It’s the adult in the room. It can tell you instantly
if that ad you’re about to ship is a hero or a hazard. “Good to go” or “needs
fixing” in seconds.
Then comes Suggestive AI: the
artsy cousin with actual taste. It pulls from neuroscience, psychology, and
design patterns and says, “Look, here’s how to make this thing work.”
Finally, Generative AI takes
those suggestions (grounded in science, not vibes) and spins up new creative
assets. Predictive AI tests them again. The loop tightens. The work sharpens.
The guesswork evaporates.
And here’s where Ramsøy hits the gas:
“This entire process now takes minutes, not days.
Campaign
materials can go from no-go to launch-ready
in the time it takes to grab a
coffee.”
Minutes!
Predictive => Suggestive => Generative
A trifecta. A choreography. A closed loop. A system.
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