Here's how AI sees it 👀
..and how I see it.
Disclaimer: This article is entirely written and edited by a human.
AI this. AI that.
A gazillion perspectives on how the robot overlords will soon rule the world.
‘Transformers’ doesn’t seem very appealing now, does it?
Innovation will continue at a godly pace, as it should—high time to think about this critically.
Just picture this: You're chilling out, headphones on, and nodding your head to a fresh track by Drake (ft. The Weekend). Only it's not really by Drake. It's a new tune called "Heart on my Sleeves," and it's whipped up by none other than an AI. Yes, an actual machine!
Unbelievable, huh? The word has lost all meaning.
No flashy recording studios, no late-night songwriting sessions. This clever bit of tech just binged on Drake's discography and then spat out its own song getting over 15 million views on TikTok, half a million on Spotify and a few million on YouTube before Universal Music Group puts a copyright strike to take it down.
Here’s what Universal Music Group had to say on the matter.
The training of generative AI using our artists’ music (which represents both a breach of our agreements and a violation of copyright law) as well as the availability of infringing content created with generative AI on DSPs (Demand Side Platforms), begs the question as to which side of history all stakeholders in the music ecosystem want to be on: the side of artists, fans and human creative expression, or on the side of deep fakes, fraud and denying artists their due compensation.
Something to think about.
So, what's the deal with Generative AI?
Imagine a creative partner on a double espresso shot. It digests everything you feed - whether music, images, or ad copy - spots patterns and then makes something fresh. Not just any old copy-paste job but genuinely inspired creations. (ONLY, If prompted correctly)
Some exciting/concerning (never thought I’d use these words together) possibilities to think about?
AI as a Co-Creator: How about an AI as your next brainstorming buddy? With its ability to generate countless ideas in a flash, creatives could have a new source of inspiration. But this raises a question: Where does the line between human creativity and AI assistance blur? Does using AI as a tool diminish our own creative contribution?
AI in the Director's Chair: We already see AI stepping into roles like scrip and screenplay writing. Could your next boss be an AI? What happens to human-led teams when an AI can spit out a marketing campaign in seconds? It could redefine roles and hierarchies in creative fields.
24/7 Creative Machine: AI doesn't need sleep or weekends. It can churn out designs, songs, and ad copy around the clock. Does this make human creatives the 'weaker link'? Or will the 'always-on' AI make creativity a commodity, diluting the value of unique, 'one-off' ideas?
Ultra-Personalised Advertising: AI can customise ads to an individual level we've never seen before. But will consumers feel more understood or more intruded upon? As marketers, where do we draw the line between personalisation and privacy?
Recreating Lost Art and Culture: AI can potentially recreate lost art or extinct languages. While this is fascinating, it also poses ethical questions. Is it right to revive a lost culture without the lived experiences of its people? Is AI-generated art authentic or just an echo of the past?
Revolutionizing Stock Content: Generative AI could create limitless unique stock photos, videos, and music. Will we witness the end of repetitive, cliched stock content? What happens to photographers, videographers, and musicians who rely on royalty payments from these platforms?
AI Creating New Art Forms: As AI blends and remixes our inputs, it might create entirely new genres of music, forms of visual art, or writing styles. Imagine an art form that doesn't yet exist, born from the 'mind' of an AI.
Creative Therapy AIs: Could AIs become digital therapists, creating personalised music, visual art, or poetry designed to elicit specific emotional responses for therapeutic purposes? Imagine an AI creating a song to alleviate your stress or a poem to help you process grief.
Resurrecting Artists and Influencers: Imagine an AI trained in Shakespeare's works creating new plays or an AI trained in Bob Ross's videos teaching new painting techniques. This could extend to digital creators, too - an AI could continue posting as a creator long after they've retired or passed away.
AI Advertising That Adapts in Real Time: What if AI could adapt a digital billboard’s advertisements based on who is walking by, the time of day, or even the weather? A sunny day could trigger ads for ice cream, while a person wearing a team's jersey could see ads for their upcoming games.
I know the possibilities are endless, but on the other hand, it makes me think about our role in society. Creativity, the one thing we all claimed would never be replicated by AI, has already reached a bothersome stage.
But is our future this morbid? I don’t think so.
I’ve asked myself if I’m delusional more times than I can count, but there’s inherently one thing I’m sure of - AI will free up time for things that truly matter- at least to humans.
Let’s talk about The Burden of Knowledge.
Imagine you're planning a trip to the top of Mount Everest. You wouldn't just wake up one day, pack a bag, and start climbing. That journey takes time, training, and a whole lot of knowledge. You'd need to understand the basics of mountaineering, acclimatise your body to high altitudes, learn survival techniques, and gather intel on the best routes to the summit. It's not an overnight job.
That's a lot like the journey of gaining knowledge in any field. In the words of economist Benjamin Jones, this is the "burden of knowledge". The more humanity discovers, the more there is to learn before you can start pushing the boundaries yourself.
It's like each new discovery adds another step on our climb to the peak of Mount Knowledge. These days, just reaching the base camp—getting a basic understanding of a field—takes years of study. And the higher we climb, the more specialised our knowledge becomes, and the fewer fellow climbers we encounter.
AI doesn't carry the burden of knowledge as humans do.
Advertisers and artists strive to captivate audiences and make their mark in a vast playground where the digital and offline worlds collide, brimming with creativity and communication.
In this dynamic space, the burden of knowledge weighs heavily. Advertisers grapple with understanding ever-changing consumer behaviour, navigating trends, and crafting standout campaigns. It's like exploring a digital universe, where strategic thinking and understanding human desires become our guiding stars.
Meanwhile, in the realm of creativity, artists embark on a never-ending journey to master their craft, adapt to evolving aesthetics, and push boundaries. It's an exhilarating adventure through imagination, where the burden of knowledge intertwines with the joy of self-expression.
This is the very reason why we must stop gatekeeping.
With AI by our side, we share the burden of knowledge, freeing us to focus on what truly matters—crafting compelling narratives, evoking emotions, and forging connections.
This partnership between human creativity and AI opens doors to awe-inspiring campaigns that blend artistry, technology, and data-driven insights. Personalised experiences become the norm, touching individuals in profound ways.
What would the world look like if AI did most of the work?
If AI starts doing everything, including creative tasks, it's not necessarily a job-killer. Instead, it could be a job transformer.
Redefining Creativity: AI might be able to generate content, but it doesn't truly understand or experience emotion and intuition the way humans do. These aspects could become even more critical and valued in creative work. Humans might focus more on conceptual thinking, strategy, and emotional intelligence - skills AI can't replicate (at least till now).
AI as a Tool, Not a Replacement: Just as we use computers to write and design or ovens to cook, we can use AI to assist and augment our creativity. The creative process could involve a more intimate partnership with AI, where humans provide the creative spark and direction, and AI helps bring the vision to life.
Ethics, Regulation, and Oversight: As AI takes on more roles, there will be a growing need for humans to provide ethical guidelines, regulation, and oversight. These roles would require a deep understanding of human values, societal norms, and cultural context, which AI does not possess.
Education and Skill Development: As AI transforms the job market, there will be a massive push towards education and skill development. We'd likely see a shift in focus towards skills that AI can't easily replicate, like critical thinking, problem-solving, and emotional intelligence.
Exploration and Leisure: If AI handles a lot of work, it could free up humans to explore, learn, and enjoy life. This is an optimistic perspective, but it's worth considering. We could see a resurgence in hobbies, personal growth, community involvement, and leisure activities. Everything that feeds human creativity.
So, even in a world where AI does 'everything,' there's still plenty for humans to do. The challenge will be adapting, learning, and growing alongside AI, ensuring we use this powerful technology to enhance our humanity, not diminish it.
How does the role of creative professionals evolve in an AI-dominated world?
Creative Direction and Curation: As AI generates vast amounts of content, there will be a growing need for creative professionals to curate, select, and guide the output. Creative directors and curators can use their expertise to ensure that AI-generated content aligns with brand vision, resonates with audiences, and maintains artistic integrity.
Personalised and Niche Experiences: AI can enable personalised experiences on a massive scale, but the human touch remains essential for creating meaningful connections. Creative professionals can cater to niche audiences and offer tailored experiences that cater to individual preferences, emotions, and aspirations.
Collaborative Partnerships with AI: Creative professionals can form collaborative partnerships with AI technologies, leveraging their unique capabilities while infusing human creativity and originality. This collaboration can result in cutting-edge artwork, innovative designs, and captivating storytelling, blending the best human and AI contributions.
Creative Problem-Solving and Innovation: AI may excel at processing data, but creative problem-solving and innovation require human ingenuity. Creative professionals can apply their critical thinking, intuition, and imagination to solve complex challenges, design novel solutions, and invent new products or services that AI alone cannot conceive.
Emotional and Experiential Design: While AI can optimise functionality, human designers can focus on crafting emotionally rich and immersive experiences. Creative professionals can specialise in designing environments, products, and services that evoke specific emotions, engage the senses, and create memorable moments for individuals.
Artistic Expression and Unique Artworks: The realm of art offers endless possibilities for creative professionals to express their unique perspectives and create one-of-a-kind artworks. AI can inspire and assist in the creative process, but the human artist brings a distinct voice, emotions, and personal storytelling to the canvas.
What skills will be invaluable in an AI-driven world? How can creatives future-proof themselves?
Emotional Intelligence: The ability to understand, use, and manage your own emotions in positive ways and to understand and empathise with others' emotions is something AI cannot replicate. It's critical in building and maintaining interpersonal relationships, which are vital in both personal and professional settings.
Creativity and Innovation: While AI can generate content based on existing patterns, true creativity and innovation—creating novel ideas or solutions—are inherently human traits. The ability to think outside the box will continue to be highly valuable.
Critical Thinking: The ability to analyse information objectively and make reasoned judgments, particularly in complex or ambiguous situations, will be crucial. AI can process data, but humans must ask the right questions, interpret the results, and make sound decisions.
Ethics and Morality: As AI systems become more integrated into our lives, ethical decision-making becomes more critical. Understanding the moral implications of actions and being able to navigate ethical dilemmas is a profoundly human skill.
Adaptability and Flexibility: The rapid pace of technological change requires high adaptability and flexibility. Those who can learn new skills, adapt to new situations, and embrace change will likely thrive.
Leadership and Management: While AI can automate many tasks, leading and managing people requires human skills like empathy, motivation, conflict resolution, and strategic decision-making.
Interdisciplinary Knowledge: As AI takes over more specialised tasks, having a broad understanding across multiple domains and being able to connect disparate ideas could be increasingly valuable.
Lifelong Learning: Given the pace of change, the ability and desire to continually learn new skills throughout one's life will be critical.
What are some possible policies to balance and create boundaries where both humans and AI can thrive?
Regulatory Guidelines: Develop clear regulatory guidelines that address the ethical use of AI in advertising and creative industries, ensuring transparency, accountability, and user privacy protection.
Human-Centred Decision-Making: Establish policies prioritising human decision-making in critical areas of creativity, where human expertise, intuition, and emotional intelligence play a vital role.
Education and Training: Promote educational programs to enhance AI literacy among creative professionals, empowering them to understand and effectively collaborate with AI systems while preserving their unique creative contributions.
Intellectual Property Protection: Define intellectual property rights for AI-generated content, ensuring fair recognition, ownership, and compensation for human creatives involved in the collaborative process.
Diversity and Inclusion: Encourage policies that promote diversity and fairness in AI algorithms, addressing biases and fostering inclusive representation in creative outputs.
Transparency and Disclosure: Advocate for transparent disclosure of AI involvement in creative works, enabling audiences to make informed judgments about the authenticity and origin of content.
Partnerships and Collaboration: Foster collaborations between AI developers, creative professionals, and regulatory bodies to shape policies that balance human creativity and AI capabilities.
Agile Adaptation: Maintain an adaptive regulatory framework that can evolve alongside technological advancements, enabling continuous monitoring and updates to address emerging challenges and opportunities.
By implementing these intense and concise policies, we can create an environment where human and AI collaboration flourishes, ensuring the ethical and creative integrity of the advertising and creative fields.
We’ve been conditioned to believe how to think about topics. But if there’s one piece of advice I’d give you, ask yourself these questions if you want to think critically about the advancements in AI and what it means for you.
What is the impact of generative AI on the definition of creativity itself? Does AI redefine our understanding of what it means to be creative, or does it simply augment our creative abilities?
Can generative AI truly replicate human intuition, imagination, and the serendipitous nature of creativity? Or does it inherently lack the ability to capture the essence of human artistic expression?
How does the use of generative AI in creative work challenge the concept of originality and authenticity? What does it mean for an artwork or idea to be considered truly unique in an AI-driven era?
What are the potential risks and ethical concerns of relying heavily on generative AI in the creative process? How do we ensure responsible and fair use of AI without compromising artistic integrity?
As generative AI becomes more sophisticated, how will it affect the job market and employment opportunities for creative professionals? Will it replace specific roles, or will it create new ones requiring different skills?
What are the psychological and emotional implications of interacting with AI-generated content? How does it impact human perception, emotional connection, and the overall reception of creative works?
How do we balance the efficiency and convenience of AI automation and the irreplaceable human touch in the creative process? Can we find a middle ground that maximises the strengths of both?
How do creative professionals ensure their work stands out and maintains its relevance and uniqueness in a world saturated with AI-generated content? How can they leverage AI as a tool without being overshadowed by it?
Think of AI as a vast, intricate tapestry woven on the loom of progress. Initially, it may seem like a complex, intimidating mesh that threatens to replace the human touch. But isn't this reminiscent of how we once feared the industrial loom, worrying it would rob weavers of their livelihood?
Yet the industrial loom didn't end weaving; it revolutionised it, enabling us to create more intricate, affordable, and varied textiles than ever before. Similarly, AI can potentially add new dimensions to our societal fabric, enriching our lives in unimaginable ways.
Just as the weaver must maintain control over the loom, we must carefully manage AI's implementation. Crafting strong ethical guidelines, respecting privacy, and acknowledging and mitigating biases in AI is crucial in ensuring this tapestry benefits everyone, not just a privileged few.
Let's embrace AI as the loom that weaves our future, guiding its threads with wisdom, courage, and care. The result could be a tapestry as diverse and beautiful as humanity itself.
I’m personally excited and hopeful about the future. As Elon Musk said in a podcast with Joe Rogan, I’d rather be optimistic and wrong instead of being pessimistic and right.
Remember the disclaimer in the beginning? I lied. This article is proudly co-authored with AI and it immensely helped me think and explore topics I would’ve otherwise missed.
What’s your take on it?