The debate over AI is starting to fade in the fields of creativity and marketing. There are now two justifications for or against artificial intelligence:
1. In an open letter signed by hundreds of computer experts calling for a halt to generative AI and other existential threats, humanists warn of the hazards.
2. Technologists believe that technology has unlimited potential, as demonstrated by Microsoft’s $14 billion investment in OpenAI. Both are correct and incorrect.
According to the author Neil Postman, “Every technology is both a burden and a blessing; not either or, but this and that.” And despite the fact that people are both captivated and terrified by artificial intelligence, we must question, “What will AI allow us to do? What will it enable us to undo, then?
AI Gives Marketing the Scale and Precision It Needs
The exponential growth of generative AI signals both the start and the end of marketing creativity as we currently know it. As Postman implies, large language models like Bard, ChatGPT, DALLE, Midjourney, or Stable Diffusion are both a blessing and a hardship. These technologies significantly increase the speed, scale, and processing power available for human creativity and ideation. Marketing gains from generative AI include:
using artificial intelligence to improve human intuition. Image generators and expansive language models are produced when creator intuition and AI machine intelligence are combined. These tools encourage creativity, reason, and aesthetic sense. For instance, Kraft Heinz commissioned DALLE to produce visualisations of ketchup, which the advertising firm Rethink used in a campaign for the company’s Heinz 57 ketchup brand. Humans were responsible for the conception and implementation of the “Draw ketchup” campaign idea. However, with the ability to create images, the concept suddenly assumed a new shape, relevance, and scope.
promoting the work of creators. The use of generative AI technologies by creative teams helps in idea generation, content creation, and evaluation. An AI-driven platform called PRophet from Stagwell is built on top of GPT-3 from OpenAI. PRophet, according to CEO Aaron Kwittken, is an assistant that analyses media outlets to identify potential clients and generates PR and social media material for editors and publishers.
Increasing the scope and pace of creativity. The CMO’s agenda and the future prospects of agencies depend heavily on the effectiveness and speed of content generation. One adtech startup demonstrated to Forrester a working prototype of an AI platform that could create a complete marketing campaign in less than 10 minutes and be ready to publish at the touch of a button to several social APIs. In order to produce its “Masterpiece” commercial, which debuted during this year’s Super Bowl, Coca-Cola used AI.
AI Deconstructs The Creative Process And Rebuilds It
However, artificial intelligence comes with a cost. In order to meet companies’ exponential demand for large volumes of effective, format-appropriate content and advertising, we are forced to reconsider the nonlinear creative process. It makes us rediscover how to be creative. For both companies and agencies, it poses problems like bias, inaccuracy, and legal liability. In essence, it represents the death and resurrection of creativity as we know it. Intelligent creation is what results when the creative process for your brand is merged with AI. Forrester unveiled a strategy to revamp the intuitive creative process and reinvigorate marketing innovation three years ago. This solution, which we called intelligent creativity, is described as:
a method of creative problem-solving in which groups of strategists and creators come up with, develop, and implement corporate solutions with the aid of data, AI, and intelligent automation.
When boosted by the speed, size, and precision that AI and intelligent automation bring, marketing becomes wiser, the creative process gets faster, and human imagination is free to concentrate on innovation.
Consider Using AI in Your Marketing
Generative AI is a different form of technological event that requires learning talent augmentation, in contrast to earlier automation occasions that required making individuals familiar with skill replacement. In order to guarantee appropriate use within businesses and society at large, a change management approach is required. The CMOs who do this well will advance the AI maturity of their organisation, capitalise on employee fervour, and improve their creative process with intelligent innovation.
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