How is AI transforming the landscape for creative agencies?
Dan Sherratt
VP of Creative & Innovation
As the intersection between technology and creativity blurs, it’s important that all of us within the creative industries are aware of the advantages of AI, and how we can use it to help elevate the landscape as a whole.
Although AI is not yet at the point where it can replace human creativity (and we highly doubt that it ever could), it is already proving to be an important tool for innovation even in its current formative stage.
The first bastion between agency work and AI productions are the low-level creative assets that can now be generated based on predefined templates and guidelines. By automating concept mock-ups, routine banner ads and even basic social media graphics, more time and resources can be spent on the big-impact creative work that pushes our industry into higher levels of creativity. On the experiential side, AI can also be used to produce input-based creative work and personalised responses based on how users interact with chatbots and other virtual interfaces.
Aside from visual work, AI can also help agencies generate more insight and data-driven creative ideas. By utilising machine learning algorithms and natural language processing, data from social media, search engines and other sources can be used to identify trends and patterns to inspire head-turning campaigns.
All these things just scratch the surface for how AI can be integrated into the creative process to make it even better. That’s why it’s easy to see how businesses that turn a blind eye to its impacts could find themselves left behind. Of course, that’s not to say that we shouldn’t be aware of the ethical and regulatory issues that come with its wide adoption. From issues concerning the ownership of creative and intellectual property, the mitigation of bias and misrepresentations, to ensuring human creativity is not hindered and instead can be free to flourish. Places that navigate these challenges while leveraging AI to support the creation of incredible work are well poised to make the industry more effective, more productive and more inspiring for the next generation.
Written with help from ChatGPT.
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