GymNation CMO Rory McEntee admits he’s ditching agencies for AI in creative work.
The issue started with frustration over pricey agencies delivering watered-down, uninspired campaigns after long waits. McEntee says using AI lets him crank out press releases, video scripts, ads, and social media plans in minutes – work that often matches months of agency labor.
Budget cuts and demand for speed push this shift. McEntee calls it smart survival, not cheating. 
Two years ago, he stirred controversy with a “fake” Gymbox bus ad — designed and written entirely by humans — which critics slammed for being deceptive. Now, similar “fake ads” made by humans are gaining respect as a counter to soulless AI content.
McEntee sees a new creative model: AI for fast idea generation, humans for emotional polish and strategy.
He confesses:
“I don’t feel guilty. I feel empowered. In fact, I’m happy to admit I’ve asked AI to give this a quick proof read and tweak a few bits to make me sound clever. Smart eh?”
“I still value creative minds deeply, even if I won’t pay for them like I used to. But I no longer see them as the only path to great work. I see them as a supporting sidekick to AI, not gatekeepers of creativity. This shift isn’t about replacement; it’s about redefinition.”
McEntee says true creativity now lies in curation and humanizing AI outputs. His rule? He’s running a brand, not a charity.
This confession reveals where marketing creativity is headed: faster, cheaper, AI-driven—and still human at heart.
