The AI Revolution: Marketing’s Elephant in the Room

The recent rapid developments in AI technologies are reported to be causing disruptions in various professions, ranging from Insurance and Human Resources to Programming and Music. The creative industry, being a dynamic field, is no exception.

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Brands worldwide have identified AI as one of their top priorities, according to a recent survey conducted by the World Advertising Research Center (WARC). The potential of AI in transforming customer engagement and enhancing creative efforts has been recognised by certain brands. Several institutions have now initiated the AI conversation and identified opportunities where it can assist.

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According to Sanja van den Berg, Group Customer Experience Manager at Old Mutual, “When it comes to financial planning and management, artificial intelligence (AI) is rapidly becoming one of the most important tools at our disposal. In a world where market conditions can change rapidly and unexpectedly, being able to rely on AI to help us make informed decisions about our finances can be the difference between success and failure.”

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In today's evolving landscape, it is becoming increasingly evident that AI is going to revolutionise the creative industry. However, contrary to popular belief, AI can enhance creativity–these AI algorithms can analyse vast amounts of data to identify patterns, trends, and consumer preferences, providing valuable insights for developing compelling campaigns. By automating repetitive tasks, creatives have more time to focus on ideation, strategic thinking, and storytelling. The key difference between this form of artificial intelligence and human intelligence is that tools like ChatGPT produce text, but it does not “generate” thought.

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Machines possess the ability to analyse vast amounts of data rapidly and identify patterns. This capability represents analytic AI, the conventional form of artificial intelligence that we have been familiar with for years. However, humans outperform machines when it comes to the act of creating. We are currently witnessing the viral popularity of Midjourney and DALL·E, which are introducing a new category of artificial intelligence referred to as "generative AI." In generative AI, machines generate something new instead of analysing pre-existing data.

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While AI brings exciting opportunities, there are trade-offs and challenges to consider when integrating it into creative strategies. Maintaining the balance between automation and the human touch is a concern. Over-reliance on AI may result in a loss of that authentic and human touch. We must leverage AI as a tool while ensuring that the core truth of our brands resonates with consumers. Ethical use of AI is another challenge–data privacy, copyright, and transparency should be responsibly handled when using these AI technologies.

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Although AI can streamline processes and provide data-driven insights, it cannot replace human creativity and intuition. This is where the role of creatives remains pivotal in telling the brand's story, understanding local nuances, and crafting authentic experiences. They bring a human touch and emotional depth to brand messaging, infusing it with artistic vision and innovative ideas.?By collaborating with AI technologies, creatives can take advantage of the efficiency and analytical power of AI while merging their expertise and imaginative thinking into the creative process.

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In March 2023, Coca-Cola demonstrated the future of creativity by inviting ordinary users and digital creators to participate in the #CreateRealMagic contest. The campaign was developed in collaboration with OpenAI and Bain & Company, where 30 creators were selected for the Real Magic Creative Academy at Coke’s headquarters. Together, they co-created content that could be used for licensed merchandising, digital collectables, and more. This case study showcases the rapid pace at which AI initiatives are bending the creative process.

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As AI technology progresses and infiltrates various fields, particularly the creative industry, it is crucial to approach the integration of AI technologies with careful consideration. The balance between automation and the human touch, ethical considerations, and the impact on the target audience must guide decision-making processes.

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The core truth is we've long believed that without the human prompt, AI technologies cannot perform to their fullest capabilities. It is the fusion of human imagination and AI's computer power that drives innovation and propels creative strategies to new heights. The human touch adds the crucial elements of empathy, intuition, and nuanced understanding that cannot be replicated by machines alone.

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"It's not AI that will take your job; it's the other creative who knows how to use AI that will." - Stephan Pretorius, Global Chief Technology Officer, WPP