Embracing AI: Your New Creative Assistant

Not really, we’re just kidding.

But the rise of artificial intelligence (AI) in various industries has indeed sparked a wave of apprehension, especially within the creative sector. Contrary to popular belief, AI isn't actually coming to “take our jobs.” Instead, it’s here to make our lives easier.

During the recent D&AD conference in May, the consensus among agencies was clear: AI, in its current state, won’t replace human roles, particularly those demanding creativity.

Let's dive into why we shouldn't fear AI and how we can leverage it as a powerful assistant in our creative processes.

AI needs the human touch

One of the key takeaways from the conference is that AI, while powerful, requires human input to function effectively. It's not a standalone entity but a tool designed and fed by humans ­­– we provide the data, the insights, and the creative direction.

AI can help understand markets, generate insights, ensure quality, and kickstart ideation, but it lacks the ability to connect with audiences on an emotional level. This vital aspect remains very much in the domain of human creativity.

Enhancing (not replacing) human creativity

It's a relief to know that AI is more of a creative assistant than a creative lead. It can support the initial stages of the creative process, such as trend analysis, sentiment evaluation, and idea validation.

For example, AI can help understand a brand, its brief, and its audience, and even test creative ideas with synthetic audiences to uncover unexpected insights. However, it still requires that all-important human at the helm to guide these processes and make final decisions.

Addressing ethical concerns

While AI presents numerous opportunities, it can also create some moral dilemmas. Over time, some brands have been “called out” for their perceived misuse of AI technology, e.g. the creation of problematic virtual entities, such as questionable avatars used in musical artist marketing campaigns.

For us though, this means that it's crucial to remember that AI is not simply a black box we can rely on; it's a tool we control. We absolutely must wield this power responsibly and ensure that we’re still adhering to the highest ethical standards at all stages of the creative process, no matter the system’s creations.

Practical applications of AI in creativity

Despite its incredible capabilities, even in its current state of existence, AI simply cannot replace the human element in true creativity.

We can immediately see this at work through iconic campaigns like Cadbury’s “Gorilla” and most John Lewis Christmas ads, which all highlight the irreplaceable value of human intuition and emotion. However, there are steps that AI can streamline for us so that we can concentrate on the creative process:

1. Content generation: AI can assist in generating repetitive content, making it easier to produce consistent social media posts. For instance, one of Rehab Agency’s AI models can act as a social post assistant, providing a starting point for content creation with description prompts and conversation starters. This can be particularly helpful when the task of content creation becomes monotonous.

2. Trend analysis and insights: AI can help us stay on top of trends and culture by generating actionable insights from real-time data, enhancing the strategic planning process, and ensuring that campaigns are created with relevant and timely information to help them land with a bang.

3. Quality control and legal checks: AI can assist in ensuring that content aligns with brand guidelines and legal standards. For example, by checking scripts against uploaded guidelines, AI can help us improve the quality and compliance of creative work.

4. Audience testing: Using AI to build synthetic audiences allows creatives to gain different perspectives and test ideas before launch, which leads to more informed decisions and potentially more successful campaigns without the huge overheads of traditional creative testing.

It’s clear that AI is a powerful tool that, when used correctly, can supercharge the creative process by removing repetitive tasks, providing valuable insights at light speed, and helping maintain consistency to free up us human creatives to do what we do best – create.

By embracing AI as “the supportive assistant,” we can improve the skill and capacity of our teams, making our creative endeavours far more efficient and impactful.

So, don't fear AI. Embrace it, and let it make your life easier.