Like watching a car crash in slow motion
I’ve always been one of those people that sees the glass as half full. You know, stoicism and resilience are traits I used to pride myself on. That glass is just a tiny bit emptier these days.?
Maybe it’s an age thing, or a Sydney winter thing but I find it very hard to keep watching global news on geopolitics, the climate, the economy, the tech industry and even advertising trade news drag me down (hello Mediaweek Australia ).
But hey I can just disconnect from that and stare at the ocean, which is my go to remedy to settle uneasiness.
As someone that runs a creative business I worry a lot about lots of things, but one of my top three worries at the moment is the future of anyone that earns a keep by creating assets that could be replaced by Generative AI.
I’ve had plenty of conversations and even arguments, which mainly centre around the sentiment of how future proof the role of anyone with a creative title in our industry is right now. I’m beyond jealous of the “glass is full/AI will democratise creativity” crowd and their? “prompts will only get you so far/AI is just a tool” cheers. I really wish I could agree with you.??
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I’m sure you’ve seen this? Volvo “ad” ?It was created by an individual, using the newly launched Gen-3 alpha and RunwayML, with VFX for post-production. The pace of acceleration in capability is absolutely nuts, and it’s not going to slow down.?
I’m certain that anyone in marketing, in agencies, production companies and everyone that is in the business of commercialising creativity is pondering their profession choices and what this all means for their futures.?
Personally, I wish there was some sort of pause button, so we could all take a moment to? really think about the consequences. But there is no such thing as a pausing here.?
The capability and willingness of global AI businesses - but also some early few individuals - should indicate to us where this is going, and it is going there really, really fast.?
Yes, it will be fascinating to see how this unfolds. But lots of things can be fascinating - so is a car crash in slow motion. Because that’s what that Volvo piece really is, if we’re honest about it.?
So better get in the driver’s seat to avoid disaster.
It's great to see you continuing the conversation around AI here on LinkedIn. Your insights have always been impactful, and I'm looking forward to engaging with your posts. What new ideas are you hoping to explore in your upcoming content?
For people, for purpose. AI innovation, marketing, brand strategy.
3 个月I hadn't seen the Volvo content, thanks for sharing. It's missing the one thing that humans can still create far better than machines - an idea! It's like when AI tries to generate humour. The very worst of Dad jokes without a shred of human insight or connection. Can't see AI replacing Seinfeld, or a good creative team. Not yet, anyway!
Co-founder at Time Under Tension
4 个月I believe that gen AI will grow the pie, not eat the pie. Do you agree that bigger production budgets would allow your agency to better realise the creative vision of your ideas for your clients? If yes, then the ability to use gen AI to do 150% of the work in 100% of the available budget will be a boon to the creative output, and also the results for your clients. When the client gets better results, they will spend more with you next time. Or, do I have too much of a glass half full perspective? :)
Freelance Creative Copywriter | Co-founder MIA, Mums in Ads | Cannes Lions See It Be It 2024
4 个月Thanks Jasmin Bedir - grappling with my life choices has come a little earlier this week! Great read, as always.