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There isn’t a day that goes by where you don’t hear or see a reference to AI. It’s everywhere. And it’s ever-changing.
For those in the creative industries, particularly those with a career in a creative craft, there are the underlying whispers of AI taking over and replacing jobs. How we work – and what that work is – is undoubtedly shifting. But one thing is clear – artificial intelligence doesn’t replace creativity; it amplifies it and opens a whole new world of opportunity.
Emotional intelligence wins
Behind every great idea from our experts there’s a full understanding of the challenge we’re trying to solve. A creative output isn’t just about the words, the look and feel, the designs, the visuals. A creative output that is strong and true to the brief also requires real insights, lived experiences and context. Whilst AI might be able to throw together multiple ideas in minutes, it lacks in emotional intelligence and an understanding of what resonates, and why, with the audience. Cultural differences or global nuances won’t be a factor in an AI output. It needs human judgement to critique and refine.
Bespoke, not copy and paste
Working in partnership, Creatives & AI can brainstorm, elevate, explore and collaborate. Learning how to work with AI, curate content and engineer a prompt system that works for each brief is an art in itself. Once navigated and with creative direction, AI can be an extension of the team. It creates new opportunities that might have previously felt out of reach, while keeping budgets to a minimum. It helps with some of the heavy lifting, whilst leaving the finesse and intuition to the human experts.
Outthinking the ideas
Recently, our Creative experts – working closely with clients on every detail – have used a suite of AI engines to develop some truly innovative solutions. They’ve used Midjourney to create bespoke avatars with specific visual traits, KlingAI for intricate animations with depth and detail refined by clever prompts, and Lipdub for the careful and fine-tuned lip sync of voice overs. The smart ideas aren’t AI. The smart ideas are outthinking your competition by using AI to keep pace with the exploding potential.
Adapt, or be outpaced
Used thoughtfully, responsibly and with respect and understanding of each client and brand, embracing AI will expand our creative opportunities.
Want to hear more about what one of our Copywriters thinks? Visit this article.
