In the ever-changing landscape of marketing and design, the discussion is less
about humans versus AI and more about how the two can be combined to form
something even more powerful. The best and brightest abilities of a creative
thinker possess emotion, knowledge of cultures, storytelling abilities, and
strategic thinking skills none of which can be replicated by a machine. A creative
thinker’s brain knows branding, audience psychology, and the little details that
make a marketing campaign iconic. Nevertheless, utilizing solely the skills of a
creative thinker takes too much time, as well as can be quite limiting especially
within the ever-changing world of digital marketing where brands must create
content on a day-in and day-out basis. This is exactly where the power of AI
comes into play not to replace the creative thinker but to provide the creative
thinker’s abilities a tremendous boost.
AI enables the creativity community to focus on “big ideas” rather than “small
tasks” like creating design alternatives, resizing assets, and testing layouts,
colors, and formats. While AI solves the efficiency piece of the puzzle, human
creativity solves the effectiveness piece. This symbiotic relationship between
human and artificial intelligence results in faster ideation and better
decision-making with creativity driven by data. While AI examines analytics
insights and trends, humans use these insights to inform and drive creativity with
an artistic and human twist. Thus, brands using human creativity and AI produce
content that is not only very aesthetic but also very impactful. Brands that use
human creativity and AI gain a “competitive advantage” to produce impactful
creatives at “lower costs and with greater speed” and “without sacrificing
creativity.” Human creativity with AI is already “not the future of creativity but the
future itself.
