Are we all becoming Tom Ripley?

The impact of generative AI on creativity in the media and marketing industries

In the captivating new thriller series "Ripley" on Netflix, we're introduced to Tom, a character who thrives on cloning and stealing to get ahead. But as I immersed myself in the twists and turns of the first episode, it got me thinking: in a world where generative AI like ChatGPT, Dall-E and Canva are becoming familiar household names, are we all in danger of becoming a little less talented and a little more like Ripley?

From adaptations of classic novels to borrowing elements from other films and series, the film industry has long been familiar with the concept of drawing inspiration from existing works. Ripley is a reboot of the 1999 film The Talented Mr Ripley (a must watch, it’s the (Jude) Law!), which was based on the 1955 novel by Patricia Highsmith, which in turn pickpocketed the plot from The ambassadors (1903).?

Brands have of course also historically taken inspiration from their direct competitors. Instagram and Snapchat, Apple and Xerox, Adidas and Puma, the list is endless. However, with the rise of generative AI tools, the lines between inspiration and imitation are becoming increasingly blurred. Take for example the abundance of AI-generated content flooding the digital marketing landscape. According to a recent Gartner report, by 2025, 30% of outbound marketing messages from large organisations will be personalised using generative AI tools. That’s up from less than 2% in 2022.? Similarly, a report from McKinsey shows that the most commonly reported uses of generative AI tools are in marketing and sales. While these technological advancements offer exciting possibilities for marketers, they also pose a risk of diminishing originality and fostering a culture of replication. (The Clear Channel marketing team have banned the use of words like 'supercharge', 'elevate', 're-imagine' and 'game-changing' from our comms).

The pressure to produce content at scale can sometimes lead to shortcuts in our day-to-day work. Who hasn’t been guilty of using ChatGPT for a bit of inspiration? Used properly and responsibly, AI can be a powerful tool for sparking creativity and pushing boundaries. Whether it's generating fresh ideas or providing a new perspective on existing concepts, AI has the potential to improve the way we approach marketing and storytelling.

But these tools also raise ethical questions about authenticity and creativity. It’s one thing sense checking a nearly finished piece of content for tone or grammar; the hard work of ideation and the application of knowledge and talent all coming together to produce something to be proud of. But it’s another story if you’re just going to use AI to do all the work for you. Eventually, that’s going to squeeze all the originality out of your work. And let’s not forget the more immediate potential risks – Inaccuracy and intellectual property infringement.

As marketers, we should strive to cultivate a culture of innovation and originality. That often comes from being allowed to come up with a large number of ideas first, then allowing the novel ones to bloom. It comes from finding fresh inspiration that gets you thinking differently, and it comes from not always relying on the views of the majority, but sometimes leaning on the minority of those who have a proven track record in being good at this sort of thing.

For brands in pursuit of originality and authenticity, they can turn to the concept of distinctive brand assets. By developing and nurturing unique visual elements that are instantly recognisable to consumers, brands can establish a strong identity that sets them apart from competitors. From logos to colour schemes and taglines, these distinctive assets serve as the cornerstone of brand recognition and loyalty. At Clear Channel, we are conducting a deep dive into the role of Out of Home advertising and its power to help brands cultivate and amplify their distinctive brand assets. Rather than relying on imitation or replication, brands can use Out of Home to leverage their unique assets to create memorable experiences that resonate with consumers on a deeper level, in the real world.

In the words of Pablo Picasso (Picasso's Guitar Player features in Ripley), "Good artists copy, great artists steal." So, as we contemplate themes of imitation and identity, let's challenge ourselves to be original, to embrace the art of stealing, but to use AI as a tool for creativity rather than for replication. Otherwise, we might just find ourselves mirroring Ripley, devoid of any true talent.