GymNation CMO Rory McEntee says AI is beating creative agencies on results and speed.
McEntee admits he’s using AI more, tapping it for press releases, video scripts, dozens of ad variants, and social plans — all done faster and cheaper than traditional agencies.
He’s paying less for creative work that feels watered down by junior staff and slow agency timelines. 
McEntee:
"Suddenly, I can generate a press release in five minutes, draft video scripts tailored to audience segments, create dozens of ad variants in one afternoon, and develop strategic social content plans that with a touch of polish and my creativity baked in are indistinguishable from those handed to me by an agency team after three weeks of work."
He calls this efficiency essential, not cheating, especially with tighter budgets and higher expectations.
Two years ago, McEntee made a fake Gymbox bus ad that stirred backlash for being provocative and deceptive — though it was 100% human-made. Now, fake ads have gained respect as a human response to AI’s “soullessness.”
McEntee on the shift:
"It’s no longer the fakeness that’s the issue; it’s the soullessness we’re pushing back against. Irony of ironies: what once felt inauthentic now feels refreshingly real, because it wasn’t made by a machine."
He says the creative future is hybrid: AI does fast, broad work; humans add emotion and strategy.
He’s now designing and launching fake ads himself in minutes with AI help.
"I don’t feel guilty. I feel empowered. In fact, I’m happy to admit I’ve asked AI to give this a quick proofread and tweak a few bits to make me sound clever. Smart eh?!"
McEntee still values human creativity but no longer sees agencies as the only route to great work. AI is a sidekick, not a threat.
"OK, that won’t pay for their mortgage, kids’ school fees or even their annual trip to Cannes. But is that my problem? I’m not running a charity. I’m running a brand."
Rory McEntee is CMO of GymNation, a top Middle East gym brand. Previously, he led bold campaigns at UK’s Gymbox.
