AI + Human Creativity. Where Conversions Really Happen
Our managing director Marko Cvijić recently spoke with DesignRush about a topic at the heart of modern marketing: AI accelerates the work, but humans still decide what matters and why. They discussed how AI tools can draft, predict, and test, yet the human touch turns insights into messaging that actually converts.
“AI gets you to 80% faster. The last 20%, the nuance, the story, the emotional hook, that still belongs to us.”
What was covered
AI as an accelerator, not a replacement
Models generate options, analyze behavior, and surface patterns. They don’t live your brand or understand context the way your team does.
Why the human layer still makes or breaks conversions
Copy that sounds right but feels wrong won’t move a cart total. People catch tone, timing, and cultural cues that machines miss.
The near future for brands
Agentic AI, first‑party data stacks, and creative ops will merge. Teams that align data, tech, and storytelling will cut CAC and lift LTV.
A quick example from practice
An electronics retailer was gearing up for Black Friday. We used AI to cluster last year’s buyers, predict lookalike segments and draft a dozen offer angles in minutes.
Then the team stepped in: we chose the two angles that actually felt on‑brand, rewrote the copy for Viber versus email, and aligned the offer ladder with real margin constraints. Opens and CTR went up, but the real win was a higher AOV because complementary products were framed as “smart add‑ons,” not pushy upsells.
Principles Aetius uses with clients
Start with data, end with judgment.
Dashboards and prompts inform and humans decide.
Let AI handle repetition while people handle interpretation, briefing, QA and the final narrative stay human.
Measure what moves revenue: conversion rate, AOV and retention, not "content volume."
Document your brand voice and feed those guardrails into prompts so outputs don’t drift. Test fast and kill faster: spin five versions with AI, but ship only the one your gut and the numbers approve.
Read the full interview
Curious to see the full conversation? It’s here: DesignRush interview.
Tell us how you see it
How is AI changing the way your team approaches creativity? Drop us a note via mail, we’d love to compare notes and tactics.