So, you’re feeding AI data, but does it have a seat at the ideation table?

So, you’re feeding AI data, but does it have a seat at the ideation table?

Last week, we went from hyping text-to-image AI systems like Midjourney and DALL-E to prompting Meta’s new text-to-video generator via Twitter. It’s hard to keep up.?

With so many AI tools at our fingertips, artificial intelligence is no longer an abstract, sci-fi or unknown Lovecraftian ‘thing.’ It’s real, it’s ubiquitous and it’s transforming industries, businesses and marketing – now.

This isn’t necessarily news for the seasoned marketing professional. We’re all native AI users when it comes to optimizing ad placements, predicting the success of content, and finding influencers for better audience targeting. Our day-to-day is proof that machine learning and predictive analysis tools are already helping to personalize our communication, but it’s not enough. When it comes to actual creative work infused with AI, it’s still largely unchartered territory –?it’s also experimental and gimmicky.?

If we’re in the business of delivering breakthrough ideas –?which we are – agencies need to develop both a strategic approach and the in-house AI literacy to harness this emerging tech to its full potential. We need to move beyond a mindset of optimization, prediction and targeting and apply generative AI –?as its name suggests – to generate new levels of unrestrained creativity. Where we cross-pollinate human and artificial intelligence to extract the weird, unadulterated multi-juxtapositions that generate brilliant ideas.?

We see huge potential for AI to not only streamline efficiency in our workflows but accelerate the novel and unexpected directions necessary for building brand fame. For us, game-changing ideas are born when logical and illogical thinking collide – when we combine things that don’t seem to fit at first sight. When we give AI a seat at the ideation table as our counterpart, one without any preconceived notion of what ideas ‘should’ look like, it gives us the opportunity to not only explore entirely new terrain but validate routes we humans can only emotionally or anecdotally hypothesize.?

By taking a strategic approach where we not only ‘use’ AI but creatively ‘collaborate’ with AI, we see potentially revolutionary gains. Gains that dispel any beliefs of AI rendering us humans obsolete –?except perhaps those not actively seeking new ways of interacting with it.?

If you’re interested in how we’re using AI to impact and add value to our marketing and creative process, follow the link below and download the presentation from our recent event.?

AI and the Race for Infinite Intelligence