In the latest MAD//Moments interview from this summer’s MAD//Fest, Vodafone’s Global Creative Director, Sabrina Godden, said that human creativity will not be replaced by AI and so marketers should enjoy experimenting with it.

Speaking to MAD//Moments, Sabrina Golden, argued that as AI becomes more integrated into creative processes, companies are learning to leverage it not just for efficiency, but to foster innovation. The team there is "actively using AI" to speed up workflows, but they’re quick to clarify, “We’re not going to get rid of people just because they’re faster. They actually have more time to be creative.”

Godden’s message was clear: AI isn’t replacing jobs, it’s enhancing them. Workers are encouraged to “embrace it, really try to implement it,” while keeping the focus on experimentation and learning through failure. This approach reflects a broader view that “failing is totally fine, because that’s how we get better.”

While AI offers speed and cost savings, it’s “not the tool that will do the work for you.” Companies must upskill their workforce, enabling them to “reach further, implement more,” but AI remains a tool, not a replacement.

Ultimately, the key takeaway is to “have fun with it,” as creativity remains at the heart of human roles in the workplace.

Asking the questions was Tom Ollerton, Founder, Automated Creative.