Why Every Brand Team Needs a Synthetic Teammate
As AI continues to evolve fast, the conversation is shifting more and more from efficiency gains to emotional and organizational impact. And it’s a shift marketing leaders can’t afford to ignore.
Imagine this: a new teammate joins your team - not a person, but an AI . It doesn’t just boost your performance; it helps you think more holistically, collaborate more effectively, and even feel better while working. That’s the surprising, yet encouraging, conclusion of a recent study (The Cybernetic Teammate: A Field Experiment on Generative AI Reshaping Teamwork and Expertise, Dell'Acqua et al., 2025) conducted with 776 product innovation professionals at Procter & Gamble.
From Task Automation to True Collaboration
The study revealed a performance boost for individuals working with AI—matching or even surpassing the performance of traditional human teams. But the real surprise: teams that collaborated with AI consistently also delivered better creative outcomes, faster.
With AI accelerating task completion by 12–16% and removing silos between commercial and technical functions, teams delivered more balanced, cross-functional solutions. This isn’t just speed—it’s smarter output, co-created across boundaries that traditionally separate marketing, design, and insights.
A Better Experience, Not Just Better Output
Perhaps most unexpectedly, working with AI improved emotional experiences. Participants reported more excitement, enthusiasm, and a decrease in frustration and anxiety. The AI didn't just help with the “what” of the work—it enhanced the “how” it felt to do the work. Because creativity and innovation flourish in emotionally positive environments. And in today’s high-pressure marketing landscape, anything that improves both performance and morale deserves serious attention.
The Strategic Risk of Treating AI as a Tool
Yet despite these benefits, many companies still treat AI as a back-office automation solution or a “smart assistant.” That framing may limit both adoption and impact.
Why? Because when AI is seen only as a tool, teams are less likely to share discoveries or improvements, fearing job redundancy or inefficiency audits. Even worse, organizations miss a crucial opportunity to reimagine teamwork itself.
To truly unlock AI’s potential, business leaders must shift their mindset. AI isn't a tool to use—it's a teammate to integrate. One that helps unify silos, scale creative effectiveness, and build confidence across cross-functional teams.
Brainsuite: Your AI Teammate for Marketing Effectiveness
At Brainsuite, we see these findings reflected every day. Our AI apps automate quality control of creative assets, but when implemented as a capability into the workflows and processes it boosts creativity quality and effectiveness.
Brainsuite enables:
Cross-functional collaboration by delivering tailored insights that speak to marketing, creative, and commercial teams alike.
Confidence and lower decision-risk due to neuroscience-backed KPIs and instant data at hand.
Faster and better decisions through instant and accurate performance predictions.
Scalable implementation of tailored AI apps that integrate into processes and elevating teams, not replacing it.
Brainsuite is the fastest and easiest way to implement AI capability into your organization. We help you turn AI into a strategic capability that elevates every aspect of your creative process.
👉 Ready to explore how an AI teammate can work for your team? Get started with Brainsuite
Sources
Dell'Acqua, F., Ayoubi, C., Lifshitz-Assaf, H., Sadun, R., Mollick, E. R., Mollick, L., Han, Y., Goldman, J., Nair, H., Taub, S., & Lakhani, K. R. (2025). The Cybernetic Teammate: A Field Experiment on Generative AI Reshaping Teamwork and Expertise. Harvard Business School Working Paper No. 25-043. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=5188231