When students tell me they want to be a creative in advertising, I ask why. They often struggle to answer, as if they have thought about the ad game only superficially or watched too many “Mad Men” episodes.

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Now and then, a ready-to-dive-into-the-art-school world student says they want to be a copywriter or, less frequently, an art director—but are unable to name their favorites. Many students think of advertising as the end product: the commercial shot in Bali for Nike with those cool athletes and a never-ending budget. It would be nice if young people would mention Bill Bernbach, Dan Kennedy or David Ogilvy as copywriters instead of agency builders. Or be aware of modern-day copywriters such as Taro Taniwaki or Daniela Jeschkeit and of art directors such as Helmut Krone or George Lois?

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At some point in conversations with would-be creatives, I remind them that they have only one secret weapon: the idea. Hopefully, lots of them.

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Over the last 10 years, digital tools have changed the conversation and AI has turned the creative field upside down. According to John Hegarty, AI isn’t a tool but a collaborator. I agree. Still, students worry that the technology will kill advertising. I tell them AI will explore new options, give visual directions and help create photorealistic images. But it still lacks the most important part: the idea.

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Clients pay agencies that pay creatives for ideas. While execution is important, only an idea can make it shine. Ideas are what make something memorable. The right idea at the right time makes us think, smile or even cry. The right idea sells. Young creatives who aspire to be copywriters, art directors and designers should think of themselves first as idea makers. And marketing needs your insights and imagination that will help put new ideas on the table that no one thought of.

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Your ideas will be supported by your vision—something AI can’t do. So, yes, you should become a creative in advertising, provided you bring the ideas.