Generative AI: A Creative Revolution in the Marketing Landscape
Over the past several months, the increased availability of high-quality generative artificial intelligence (AI) has changed the way we write and create. Epitomized by systems like ChatGPT and Midjourney, this new game-changing technology is having a ripple effect across all industries, actively bestowing on us the ability to generate content, solve problems, and answer questions faster and often more accurately than most people can manage.
It's easy to fear change so integral to the way writers and creatives operate, but understanding how these platforms work and leaning into the changes they are creating will be vital to recognizing them for what they are—powerful tools for any and all professionals.
Traditionally, the creative process has been labor-intensive and time-consuming, often involving numerous meetings and brainstorming sessions before the actual process of content creation can take place. Generative AI promises to accelerate this process. This technology can effectively empower any individual to take a simple prompt and create a relatively strong written piece, photograph or graphic. With AI in the mix, brief discussions with account teams can swiftly turn into actionable creative ideas, generating a dynamic that is incredibly efficient and versatile.
Generative AI's influence is also set to reshape the consumer experience. As AI becomes more adept at tailoring content, creatives will be able to create an increasingly personalized online environment for customers. If someone is shopping for a car in California, advertisers could use cookies and customer data to serve them a social media advertisement showing their dream car driving up the coast, while a customer in New York may see theirs rendered on the streets of Manhattan. This shift allows advertisers to cater their messages more effectively, creating marketing strategies that can connect with customers at a new level.
Many have been vocal about the potential for AI to automate jobs and, ultimately, replace writers, graphic designers, customer service roles, musicians, and more. While this is an understandable fear when we're talking about computers that can think, write, and create faster than us, we shouldn't let this fear control our view of AI.
Instead, we need to embrace new and emerging technologies and use them to enhance our jobs. The risk of trying to avoid AI is akin to the early days of social media, where those who failed to engage with platforms found themselves struggling to catch up. Like all new developments in any industry, adoption is essential to success.
As the saying goes, "With great power comes great responsibility." While many are using AI to create fun pictures or write elaborate stories, there are ethical implications that come with widespread availability of these powerful tools. Facets of AI such as "large language models" need stringent fact-checking, ethical guidelines, and codes of conduct.
Similarly, boundary-setting for voiceover technology will become increasingly important as these models become more lifelike with every passing day. From a professional perspective, given the sensitive nature of client information, it's crucial to establish a comprehensive framework to mitigate potential risks and misuse. As we continue down this path, we need to hold individuals, companies, and creative teams accountable for their use of AI.
It isn't a question of whether AI technology is here for the long-haul — we can safely say that it is. But the future of generative AI, from our vantage point in the creative space, is cause for optimism. AI won't fully replace us, at least not yet. But it is a new tool, and it will change the way we do business, just as the printing press, internet, and email did.
AI also has the potential to free up more time for us to focus on higher-level, strategic thinking, and pursue the activities we genuinely love. The marriage of creativity and generative AI is ushering in a new chapter in the marketing industry, and to make the most of this revolution, we must remain adaptable, ethical, and forward-thinking.
The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.
Mathias Ramos is the art director at 9thWonder Agency.