AI and Creativity: Breaking the Stereotypes

There is one truth only in this world: innovation drives progress, and change is the only constant. We have seen how AI has taken over the internet, the outside world and our minds, and we are still getting used to have it in our day-to-day, but if we were dreaming with flying cars in the 80’s with Back to the Future or Blade Runner, it was a matter of time for the human being to introduce smart-everything in our jobs.?

As we navigate the digital age, which started a long time ago to be honest, the fusion of artificial intelligence (AI) in the business model is reshaping the way we communicate and connect with each other. This communication between users and brands is based on creativity (because we need to connect through something) and its goal is to improve the user experience. That’s the holy triangle of today’s age, but how to make it happen beyond the stereotypes around AI?

The AI Phenomenon: A Closer Look

In recent times, the spotlight has been firmly fixed on AI. It's worth noting that while AI's rise to prominence may seem sudden, it is rooted in a history dating back to the 1930s when Alan Turing devised the test to evaluate a computer's capacity to "learn."

Fast forward to the present, and AI has not only become a powerful tool but also a cultural phenomenon. Case in point: ChatGPT, an AI-powered chatbot, garnered one million users in a mere five days, a feat that took Instagram nearly three months and Netflix almost four years to achieve. While ChatGPT has dominated recent conversations, AI's influence spans far beyond this singular instance.

The Z Perspective

One intriguing aspect of AI's ascent is its resonance with Generation Z. Despite their nearly total immersion in the digital realm, this demographic craves humanity more than ever. This paradox underscores a pivotal observation: an artificial conversation model has ignited an unprecedented obsession with AI.

Also, according to our reports, Gen-Z requires more human interaction with brands and advertising in general. The more “similar to them”, the better; and as of today the best way a company can guarantee that they follow someone’s interests and offer them the most tailored experience is by having a well trained AI integrated in the system that follows these steps and adapts to the users behaviour. In the modern era, even a couple twin should be interacting differently with a brand, since they’re two different people, they need different communications.?

Personalization has evolved from getting a customer's name right in advertisements to orchestrating entire customer journeys across physical and virtual touchpoints, a challenge we carefully detailed in our ConZumer Journey map. It represents the cornerstone of competitive advantage for modern businesses and here the potential is undeniable. Engaged customers, those who enjoy tailored interactions, are more loyal and generate greater lifetime value for businesses.

AI and Creativity: A Symbiotic Relationship

And yes, the previous stage requires a LOT of work. In that sense, AI's impact on creativity cannot be overstated, because it can be a gamechanger with the stereotypes erased. In the realm of advertising and marketing, the true essence of groundbreaking creativity involves unconventional connections between concepts and the birth of ideas and solutions; this action requires something that most of us -marketers- usually don’t have, and it is time.?

AI, with its speed processing data and predictability, can be a valuable tool, since it can give back elements like time, space, brainstorming sessions with sticky notes, whiteboards, and even the simple act of taking a walk in nature, by taking care of the logistics and more automatable tasks.

AI and the Road Ahead

As AI continues to redefine the creative landscape, it's essential to navigate challenges related to copyright, talent, and security. The AI universe is still under construction, and establishing boundaries is vital. However, AI's true value lies in its ability to provide an abundance of data, information, and insights. This wealth of resources empowers creatives to explore new horizons and cultivate fresh ideas.

“All this AI world comes to us without rules and allows us to impact both clients and ourselves (...) It's a tool to bring order to one's own chaos. Both a creative and an AI can generate monsters, messy things, and that's where you (as a director) have to step in and transform that mess into a good idea." - Adrián Lurbe, Samy Alliance Creative Director

The journey of creativity is relentless, and AI is an indispensable tool. Creative minds must be proactive in harnessing the potential of AI, mastering the art of effective search and learning how to transform input into innovation.

AI, consumer experiences and creativity are converging in ways that were previously unimaginable. While the speed and predictability of AI improve efficiency, it is the creative minds behind the technology that have the power to drive innovation. As we navigate this era of digital transformation, AI serves as our compass, guiding us into uncharted territories of creativity and redefining the boundaries of what is possible in advertising and consumer engagement, but we are, somehow, its tutors, and it’s our responsibility to take advantage of these tools to improve the content and the experience of the users. Even then, right now the future is limitless and the journey promises to be extraordinary, and maybe we can start to surprise ourselves again.?