The Hype of Artificial Intelligence

For years, AI has been discussed as a revolutionary solution for everything from dinner menus to marketing campaigns. But is there a risk of losing our individuality and human expertise in the face of this technological wave?

The internet, especially social media, bombards us with an information tsunami. Standing out in this crowd feels like a never-ending battle. The answer isn't just simply using more apps but it's seeking and trusting in the right specialist.

Last August, I wrote a blog about Human touch vs Artificial Intelligence. This time, I wanted to check with an expert, creative agency leader, about how widely used this technology is by companies, and how AI changes the creative landscape.

According to Adam Villasi, CEO of Pixel Lion,: "The huge number of AI platforms overwhelms people. They have lack of time and patience to choose the best ones, so they need to get some support and the best is when an expert can provide valuable and trustworthy information about all these technologies and opportunities.”

Industry experts attending the Big Data and AI World conference at the end of May in Frankfurt, Germany, had similar concerns. Many say “AI is a bubble”, it’s a great technology for speeding up tasks but not replacing human value. While AI-generated images like the once from Midjourney look good at first sight, they lack layered complexity and they do not operate with vectors, which are necessary for professional modifications. So, it seems that a human graphic designer remains crucial for high-quality work.

AI can accelerate tasks like logo design, making it tempting for cost-conscious businesses. However, the quality gap between AI-generated and human-crafted work is significant. A professional designer's expertise is worth for the investment - especially for selling high-quality products and services - considering the potential financial consequences of poorly-made logos.

The pandemic highlighted the rising cost of digital expertise. Smaller companies tend to lure AI's cost-saving promises, and often overlook their limitations. AI can make things smoother, expedite processes, but it can't solve everything.

Websites, the cornerstone of businesses, are increasingly built using pre-made templates. While they offer quick and easy-to-edit solutions, a lack of professional knowledge can lead to frustrating outages and error messages, which is not acceptable, when the business generates business directly on their website.

Similarly, companies are turning to ChatGPT to write website codes. This often results in costly mistakes requiring professional intervention later. An experienced programmer could have prevented these issues and facilitated future development at a lower cost for long term.

Search engine optimization (SEO) is another area witnessing a shift from simple PPC campaigns towards content generation, like blogs and podcasts. BASF the German chemical giant successful podcast "ELEMENTary" exemplifies this trend, focusing on education and value creation.

AI tools like ChatGPT and Google Gemini still have some place for improvement when it comes to generating high-quality content. Their outputs sometimes are emotionless, lacking depth, and riddled with inaccuracies.

The same applies to visual content. While free website builders and AI-powered design tools are constantly popping up, even if we see that Gen Z produces tons of social media content daily, they are not yet as deeply involved in AI technology as we would expect.

"These tools are great for simple projects and quick fixes," explains Villási, "but AI has not replaced expertise yet.

The future lies in human-AI collaboration. AI acts as a powerful tool, but it cannot replace the human touch needed for complex tasks and creative endeavors. The key to success lies in mastering these platforms, asking the right questions of AI, and leveraging its capabilities to enhance, not replace, human expertise.

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About the Authors:

Adam Villasi – Helping Businesses Thrive Online | Web Strategy + Design + Development

Passionate web strategist with over 10 years of experience leading creative projects into online success. He does not just speak tech; he has full passion and completely understand it. His expertise lies in crafting winning digital strategies and with the help of web development to bring them to life. But strategy without results is just a plan. That's why he believes in the magic combo of cutting-edge technology and the right strategy. It's what fuels him and his team to transform small and medium-sized businesses into thriving online presences.

Zsofia Raffa – Let’s make things #zSofisticated!

Zsofia is a marketing professional who infuses creativity into her professional life. With a proven track record of campaign management for brands like Kodak Alaris, NVIDIA, Black Rock, and Lufthansa, she brings a touch of B2C expertise to her B2B technology-focused roles. Zsofia has many years of experience in social media, with extensive knowledge of LinkedIn, Sales Navigator, employee advocacy, lead generation, and using LinkedIn as a database. She also excels in social selling and conducts training for sales and marketing teams.

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