As AI continues to advance and become more sophisticated, many are sharing their opinions on what the future may hold for creativity in the AI Generation, and the general belief is that it will be a partnership between human and machine. To test this theory, Matthew van der Valk, ECD at VMLY&R, interviewed OpenAI’s ChatGPT to see what the AI “thinks” on the matter. The article below illustrates human and AI coming together to form a singular viewpoint.
As a language model AI, ChatGPT can triangulate facts and consolidate data into language patterns. At first glance it appears to create content, however what it was doing was collating existing rhetoric on the topics mentioned. The AI itself couldn’t form an opinion of its own. It curates, but only humans can truly create. Still, it was an interesting experiment. In the end, these are the main points that emerged.
AI lacks the human touch
ChatGPT pointed out that while AI can automate certain tasks and processes, it cannot replicate the unique human touch, intuition, and adaptability that creative professionals bring to the table. This supported my view that the future of creative professionals in the AI generation is one of evolution rather than redundancy. The ability to analyse and interpret data, combined with creativity, strategic thinking, and adaptability, are skills that cannot be easily replicated by machines. While AI can streamline certain tasks and processes, it cannot replace the unique skills that creative professionals bring to the table.
Humans know how to capture a human’s attention
In asking ChatGPT how the way we process information has changed in the past 20 years, again, the response was factual. It lacked an original point of view: With an abundance of information and increased speed, the need for digital literacy is more important than ever before. While these changes have brought many benefits, they have also presented new challenges, such as information overload and decreased attention span, that we must learn to navigate. This response does, however, back up my view that creative professionals still play a crucial role in capturing the attention of consumers and conveying the message of their brands.
AI is too rational to be truly creative
When I asked ChatGPT about the evolution of education, it pointed out that as education evolves, so do the skills required by creative professionals. Nothing new, but a springboard into another of my views around creativity – while AI can triangulate and make new connections, human irrationality is our strength, as it ultimately makes us connect unrelated things, laterally creating something new. Creativity is still a human imperative, and creative professionals are the ones who lead the charge in adapting to the ever-evolving marketing and advertising industries.
AI Can’t “Think” Strategically
While AI can analyse data and identify patterns, it cannot make strategic decisions about how to leverage that data to achieve business objectives. This is where human creativity and strategic thinking come in, providing the necessary insights and ideas to create successful marketing campaigns and advertising strategies.
With all its limitations, what ChatGPT can successfully do (with a human tweak or two) is provide a neat conclusion: In conclusion, the future of creative professionals in the AI generation is one of evolution rather than redundancy. While AI can automate certain tasks and streamline certain processes, it cannot replace the unique skills that creative professionals bring to the table. As the marketing and advertising landscape continues to evolve, creative professionals will play a critical role in shaping the future of the industry. By leveraging their unique skills and expertise, creative professionals can harness the power of AI to create innovative campaigns and strategies that resonate with consumers and achieve business objectives. The integration of AI and human creativity has the potential to revolutionize the marketing and advertising industry, and the future is bright for those who are willing to adapt and evolve.
What it’s like to team up with a machine
In reflecting on the experience of working with the AI, it was incredibly useful – and fun – to get data organised. That said, it’s clear that only humans can understand the nuance between what people buy, and what people buy into.
After finalising the article, I decided to ask ChatGPT what it thought of the piece. It seems to approve!
