Are you scared of AI? I think that’s understandable but unhelpful. AI isn’t going anywhere and it’s only the beginning. Here’s an article to hopefully help inspire you to embrace the future, especially for the young creative.

Just so we’re on the same page, Artificial Intelligence (AI) is the ability for computers to perform tasks typically reserved for humans. For the purpose of this article, we’re looking mostly at it’s applications associated to advertising and marketing.

As a creative, the idea of AI taking away the need for human talent can be a daunting and concerning thought. It’s natural to feel sceptical and even fearful about its role in the creative industry. However, the reality is that when used correctly, AI can be a powerful tool that can enhance and augment human creativity, rather than replace it.

If you haven’t yet explored platforms like Open AI’s ChatGPT you really should. The computational power is incredible and overwhelming. It can summarise large amounts of data into short, concise ideas in seconds. It can re-write humpty dumpty from the perspective of the wall, give you recipe ideas for what’s in your fridge and explain complex mathematical theory to you as if you were 5.

It can also write copy for brands, understanding their audience, messaging, and applicable SEO principles. It can present strategies, rollouts, content plans, and most of the functions of a traditional creative agency to an impressive, passable level far quicker than a team of humans.

Despite this, I remain firmly committed to the view that is imperative that the creatives among us apply our minds to think about how we are still useful in this brave new world. I am excited by this challenge, but regardless I don’t think we have a choice.

At Walk Communications we use it for brainstorming. For now, we adopt the idea that it can help to streamline processes, allowing us to deliver work for clients far faster than before. With GPT-3, we’re able to work more efficiently, allowing us to create better campaigns and ultimately better results for our clients.

However we believe the tool still lacks the ability to write in an obviously human way, it still lacks expression, the ability to incorporate idioms and metaphors and its sense of humour really isn’t great.

Considering the above we use it to aid our processes, but not to take them over. A large amount of the work our agency carries out is also the heavy lifting of campaigns. Understanding the needs of clients on a personal level and being able to provide effective account management through personal care and attention to detail.

Another example is in the field of design, where AI-powered tools are being used to generate and test different design concepts at a previously impossible speed. This allows designers to explore more options and experiment with new ideas in a fraction of the time it would take to do manually. It also allows for faster iteration and testing, leading to more effective and impactful designs.

A platform we’ve been exploring to help with presentation building is Tome. For assistance with audio production and cleaning up messy sound, a brilliant tool we’ve used is Adobe Podcast.

It’s important to remember that AI is not a magic solution that can solve all problems. It’s a tool that should be used in conjunction with human expertise and creativity. As a creative, it’s important to approach AI with an open mind and be willing to experiment with new tools and technologies. The goal is to augment your talents and skills with the help of AI, not to replace them.

At Walk Communications, we understand the potential of AI to drive growth and innovation, and we’re excited about the possibilities it offers for the future. We invite you to join us on this journey of discovery and see how AI can help your business achieve its goals and help you reach your full potential as a creative.

The task is now in our hands to put our human heads together to figure out how we are going to use AI to our advantage and remain relevant. This has always been the task of the creative. Like a meme I recently saw said, “AI won’t replace you, a human using AI will”. So be that human and embrace the reality around you. Good luck!