What Happens When AI Gives Us Back Time?

Tom Dievart

Chief Marketing Officer | Fractional CMO Available | Global Brand & Growth Executive | Trilingual

July 22, 2025

Why Artificial Intelligence Might Finally Make Us Healthier, More Creative, and More Human

Imagine waking up in a world where your to-do list is already done. Your reports are written. Your calendar is optimized. Your logistics are automated. Your inbox is filtered and summarized. And you haven't even made your first coffee yet.

This world isn't far off. Artificial Intelligence is no longer a promise on the horizon. It is already reshaping how we work, make decisions, and interact with information. The next phase of this transformation isn't just about productivity. It's about purpose.

So here's the real question: When AI takes care of the work, what will humans finally have time to care about?

The Great Return: From Grind to Growth

For decades, our identities have been tethered to doing. We are what we produce, what we achieve, what we hustle for. Technology promised us liberation, yet often delivered busyness. But now, something different is emerging.

AI offers something rare: the possibility to reclaim time not as a luxury, but as a birthright. A return to the essential. A pause. A choice.

And when we are no longer required to spend our hours reacting to tasks, we can begin responding to life.

The gym becomes a place of joy, not obligation. The trail becomes a form of meditation, not just mileage. The body becomes something we inhabit fully, not something we ignore until it breaks.

But this shift isn’t just about fitness. It’s about everything we’ve put on hold.

The Forgotten Joys Are Coming Back

What happens when we have 10, 20, even 30 percent more of our day back? Not to be efficient, but to be alive?

We start to create again. To move with intention. To be still without guilt.

We pick up the guitar. We paint without worrying if it's good. We write poems that no algorithm could imagine. We dance in the kitchen with our kids because we aren’t rushing out the door. We sit quietly and ask bigger questions about meaning, faith, and connection.

Spirituality returns — not as dogma, but as curiosity. Creativity resurfaces — not for likes, but for expression. Art becomes personal again — not content, but soulwork.

These aren’t side effects of AI. They are the very human outcomes when technology finally takes its proper place: as servant, not master.

Health Will Be the New Status Symbol

In a world where machines work for us, the real wealth will be energy. Attention. Clarity.

The new elite won’t be those who grind hardest. It will be those who feel best. Those who have the stamina to show up. The focus to be present. The emotional capacity to lead with empathy.

Already, we see the signals:

• The wellness economy is on track to hit 8.5 trillion dollars by 2027.

• Biofeedback tools are moving from niche to mainstream.

• Meditation apps are outperforming productivity tools.

• Sleep optimization is becoming a competitive edge.

Fitness will no longer be a lifestyle category. It will be a cultural baseline.

This Is Already Happening

You don’t have to look far to see the future unfolding:

WHOOP isn’t just tracking your strain and sleep. It’s teaching you to listen to your body in a way school never did.

Peloton doesn’t just offer workouts. It uses machine learning to curate content based on your preferences, mood, and energy—creating emotional resonance, not just physical progress.

Lululemon Studio integrates AI to guide you through movement with precision and personalization. But the real innovation is in how it centers your experience rather than the hardware.

These platforms aren’t just fitness tech. They are early prototypes of a world where our bodies, minds, and spirits are given space to flourish.

Personal Reflection: From Execution to Elevation

Throughout my career—across Power Plate, IRONMAN, Technogym, and now World Gym—I’ve seen firsthand how people transform when they are given tools, belief, and support. But more than that, I’ve witnessed the moments when health becomes more than habit. It becomes identity.

At IRONMAN, we didn’t just launch a digital certification platform. We created a global movement where coaches became mentors and where physical training became life training.

At Technogym, we pivoted during COVID, turning a B2B company into a consumer powerhouse. But what made that shift matter was the individual on the other end of the screen, taking ownership of their wellness for the first time.

At World Gym , we are not only building new programs. We are building a new philosophy—one that prioritizes sustainability, holistic wellness, and long-term transformation over six-week challenges and quick fixes.

What I’ve learned again and again is this: When people are given time, when they’re given belief, and when they’re given a clear story to connect to—they move. They build new habits. They heal. They thrive. And increasingly, they’re not doing it alone. AI is amplifying that transformation.

The Strategy Fitness Brands Must Adopt Now

This isn’t a trend. It’s a tectonic shift. If you’re a leader in fitness, wellness, or any brand aiming to serve the next generation of consumers, it’s time to think differently.

1. Design for Depth, Not Distraction

People don’t want more content. They want more meaning. Help them go deeper into themselves. Build platforms that nurture consistency, reflection, and true self-improvement.

2. Position Wellness as a Path to Creativity and Clarity

Fitness isn’t just for performance anymore. It is the foundation for every other pursuit—business, parenting, leadership, and especially creative expression. Speak to that.

3. Integrate AI to Serve Humanity, Not Hijack It

Don’t just automate. Augment. Use AI to remove the friction in your user experience so customers can focus on what really matters: growth, movement, mindfulness, and expression.

We’re Not Meant to Be Machines. The Machines Will Set Us Free

When we stop worshipping productivity, we start valuing presence. When we stop proving our worth through output, we begin to explore our inner world.

AI will take over the doing. We must return to being.

We’ll move. We’ll breathe. We’ll create. We’ll ask deeper questions. We’ll read more books. We’ll spend time with loved ones, not just logins. We’ll seek God, or the universe, or whatever makes us feel whole.

This isn’t about escapism. It’s about evolution. AI won’t replace us. It will remind us who we are.

Let’s Design the Next Chapter of Wellness Together

If you're a brand ready to lead in this new era, I’d love to connect. Not just to talk about fitness marketing—but about human potential.

Because the most successful brands of the next decade won’t just sell products. They’ll amplify lives.

And that starts with asking: What do we do with all this time we’re about to get back?

Let’s make sure the answer is something truly worth living for.

#FutureOfFitness #AIandWellness #BrandStrategy #HumanCenteredDesign #MarketingLeadership

AI & Marketing: Friend or Foe?

The marketing landscape is evolving at breakneck speed, and at the center of this transformation sits artificial intelligence (AI). Once a concept confined to sci-fi films and tech labs, AI is now reshaping industries, revolutionizing consumer experiences, and forcing marketing professionals to rethink their strategies.

For brand builders, marketers, and executives, the question is no longer if AI will impact marketing—it already has. The real question is whether AI is a friend, supercharging creativity and efficiency, or a foe, diminishing human ingenuity and replacing the emotional depth that defines great brands.

With over two decades of experience in global brand strategy and marketing leadership, I see AI as neither friend nor foe—it is a tool. Its value depends entirely on how we use it. The challenge isn’t whether AI will take over marketing but rather how we, as branding and marketing leaders, leverage it while maintaining the soul of our craft.

AI’s Expanding Role in Modern Marketing

Today, AI isn’t just a futuristic concept; it is a fundamental part of marketing operations. From predictive analytics to content generation, AI is optimizing nearly every facet of marketing:

• Personalization at Scale – AI can analyze massive datasets to predict customer behavior, segment audiences, and deliver highly personalized experiences. Brands like Amazon and Netflix have mastered AI-driven recommendations, offering tailored content and product suggestions in real time.

• Automated Customer Interactions – Chatbots and AI-driven virtual assistants are now handling customer inquiries, guiding buyers through sales funnels, and even managing crisis communication. AI can process thousands of customer service requests simultaneously—something no human team could achieve alone.

• Creative AI Tools – Platforms like ChatGPT, Jasper, and MidJourney are generating copy, designing visuals, and even composing music for brands. AI can draft blog posts, suggest ad copy, and edit videos in minutes, streamlining content production at an unprecedented scale.

• Ad Optimization & Campaign Management – AI-powered ad platforms continuously analyze campaign performance, adjusting in real time to maximize return on investment. Google and Facebook Ads rely on AI to allocate budgets, test creative variations, and target the right audiences with hyper-specific messaging.

On the surface, AI seems like a marketer’s dream—more efficiency, more accuracy, and more reach. But there’s a fundamental flaw: AI lacks emotion, intuition, and the ability to tell stories that truly connect with people.

The Power of Branding: Why Emotional Connection Matters

Great marketing isn’t just about analytics and automation. It’s about connection. The most successful brands in history—Nike, Apple, Coca-Cola, Louis Vuitton—did not become icons because of data and algorithms. They became legendary because they told compelling stories that resonated with human emotions.

Branding is about much more than selling products; it’s about creating an identity, a promise, and a feeling. AI can help refine messaging, but it cannot create a brand ethos that people genuinely believe in.

Consider the power of nostalgia in Coca-Cola’s holiday campaigns, or the rebellious innovation behind Apple’s "Think Different" campaign. These are not just marketing strategies; they are emotional narratives that tap into human desires and aspirations. AI can suggest words, but it cannot understand the heartbeat of a brand.

Storytelling: The Art That AI Cannot Master

Storytelling is the secret weapon of great brands. It transforms a commodity into an experience and a transaction into a relationship. Whether it’s an underdog story, an aspirational journey, or a message of empowerment, storytelling makes brands unforgettable.

Take Nike, for example. Their iconic campaigns don’t just sell shoes; they inspire people to push their limits, embrace failure, and chase greatness. From Michael Jordan to Serena Williams, Nike tells human stories of perseverance and triumph. Could AI generate a marketing slogan? Absolutely. But could it create the cultural movement that "Just Do It" has become? Highly unlikely.

Luxury brands understand this better than anyone. Take Louis Vuitton or Rolex—these brands don’t just sell leather goods or watches. They sell heritage, craftsmanship, and exclusivity. The feeling of owning a Rolex or a Louis Vuitton bag is just as important as the product itself. AI may be able to replicate an ad, but it cannot replicate the experience of stepping into a high-end boutique and feeling like part of an elite club.

Where AI Helps and Where It Falls Short

The future of marketing isn’t about choosing between AI and human creativity—it’s about blending both. AI can handle the heavy lifting of data analysis, campaign optimization, and content generation, but human marketers must bring the magic.

Here’s how AI can assist while keeping the human element intact:

AI as a Creative Partner, Not a Replacement

AI can generate the first draft of ad copy, blog posts, or campaign ideas, but human marketers must refine and inject emotional depth. Instead of fearing AI, brands should use it as a brainstorming assistant.

AI for Data, Human Marketers for Decisions

AI can analyze trends, predict consumer behavior, and suggest the best times to launch campaigns. But the best marketing decisions often blend AI-driven insights with human intuition and experience.

AI Automates, Humans Innovate

Let AI handle repetitive tasks—email personalization, A/B testing, and social media scheduling—so that marketing leaders can focus on big-picture brand storytelling and strategy.

AI Can’t Replace Authenticity

The best brand messages feel personal, raw, and deeply authentic. Consumers connect with real experiences, not AI-generated perfection. This is why influencer marketing continues to thrive—people trust people more than they trust machines.

The Future: A Symbiotic Relationship

AI is neither the enemy nor the savior of marketing—it is simply a tool. The real winners in this AI-driven world will be the marketers who know how to integrate it without losing sight of what makes branding powerful: emotion, human connection, and authenticity.

As AI continues to evolve, the most successful brands will not be those that rely solely on automation, but those that use AI to enhance human creativity. The future belongs to those who embrace the balance—leveraging AI for efficiency while keeping storytelling at the core of branding.

The key question for marketing professionals isn’t whether AI will take over—it’s whether we will use it wisely.

What do you think? Is AI a marketer’s greatest ally, or does it risk diluting the art of branding? Let’s discuss in the comments.