What do you do if AI is diminishing the role of creativity in marketing and advertising?

Remember, advertising and marketing always seek new dimensions and promotions, and AI can contribute by bringing fresh insights and efficiency to the creative process. However to address AI diminishing creativity in marketing and advertising, it's crucial to strike a balance. While AI streamlines processes and boosts efficiency, creativity remains vital for innovative campaigns. Use AI as a tool to enhance ideas, not replace them. Encourage collaboration between AI systems and human creativity for impactful campaigns that resonate with audiences. AI's data analysis capabilities can provide new perspectives, leading to better and faster campaigns.

Embracing change can't be used as an excuse to dismiss the people who, through their creations, made it possible to train generative models. When electronic music producers started to utilize samples of other authors' music, there has been a discussion about the legality and ethics of the process. There was and is undeniable value in the creations of musicians who sample, twist and play with existing music; nevertheless the author of the original sample has to give explicit permission for its use, issuing some license. The fact that in generative models the contribution of the original authors is less explicit, doesn't change the fact that it is there

I always believe 0-1 has to start from human, and AI do the rest from 1-100 or even more. AI is not diminishing, but it finishing the creativity that we not sure the rest what to be done. In term of marketing and advertising, human can provide some sketch or starting point for AI, and it can supplement the rest for the unique idea.

A big mistake I see a lot of people make is requesting one output from AI. If you take this approach, you're not only putting a ceiling on your creativity, but you're also missing out on some awesome remixes that would be 100x better. Try and request variations. For example, I'll ask Gemini (they have a free two-month trial for all new users btw :) to give me 5 candle scents a mafia boss would love: 1. Leather and Tobacco 2. Gunpowder and Smoke 3. Aged Whisky and Oak 4. Blood Orange and Bergamot 5. Sandalwood and Myrrh I know that's a random prompt, but if you own a candle business and you're trying to make candles for crime film fanatics, it's a great place to start.

Si la IA reduce la creatividad en marketing, la utilizo para predecir la demanda y gestionar stocks, complementando así la creatividad. Capacito a mis equipos en tecnologías de IA para análisis predictivo y control de inventario, mejorando la pertinencia de nuestras campañas. Fomento la colaboración entre los departamentos de marketing y logística, integrando insights de IA para optimizar tanto la estrategia creativa como la eficiencia operativa. Constantemente monitoreo el impacto de la IA para ajustar estrategias, asegurándome de que mejore tanto la efectividad de las campañas como la gestión del inventario.

With the ability to ingest more data in designing marketing campaigns, AI driven campaigns can become more personalised to the target customer / audience. The ultimate achievement being a segment of one! The rich insights and personal preferences that can be gained from running such campaigns can not only increase revenues and customer lifetime value, but also provide overlooked product feedback, enabling iterative improvements or derivative products to increase addressable market size.

Automation of the mundane augment's human creativity to heights we never knew existed. Time is everything. Liam Neeson says it best, "Give me a minute, I'm good. Give me an hour, I'm great. Give me six months, I'm unbeatable." AI will give us more time to become better at being human.

One thing I've found helpful is AI in marketing and advertising isn't something to fear—it's an opportunity. By handling the repetitive stuff, AI frees up creative minds to focus on what really matters: connecting with people emotionally and bringing fresh ideas to the table. With AI crunching the data, we can understand our audience better and come up with campaigns that hit home. Plus, AI can spark new ideas we might not have thought of ourselves. It's all about working together to create something truly special.

I think AI comes to the scene to a be a tool to re-learn what we can do in our jobs, and find ways to add it to our daily work. It’s not going to be easy but from time to time we may need to redefine us.

AI can effectively save valuable time that would otherwise be spent on routine tasks. By training AI tools with proprietary data from previous campaigns, messages, channels, KPIs, and more, businesses can gain valuable insights and pinpoint areas for improvement, which can then be enhanced through human creativity.

Human mind is distinctive in its capacity to create. While AI has seen it all, the mind can still create new stuff that AI hasn't seen. Yes, the incremental output is going to be that much tougher. But when your competition is churning out slates after slates, there ought to be that one thing which will set you apart, and that will most probably come from a human. There are connoisseurs who would pay top dollar for a handmade product than a factory equivalent. AI can definitely be the tinder to the creative fire.

AI and the free to access versions of AI powered design and marketing software are a great way to generate many initial concept designs quickly. To design these campaign or concepts still requires the prompt inputs of the designer/ marketing lead. As with all data and models - garbage in, garbage out! The concept and compositions for any campaign still need the human input for the AI to generate engaging and relevant materials. Similarly the messaging to accompany any imagery requires human direction and the AI can reduce time spent on word crafting if provided with well defined prompts.

AI can quickly become a crutch for creativity rather than an igniter if one becomes over reliant on AI for initial ideas. It is important to step away from the tool throughout the creative process, to allow one to draw from an experience, something in their environment or another form of inspiration, in-order to come up with original thoughts that can be the stepping stone for a new campaign, logo design, storyline, etc. It will take intention and built in parameters to force creatives to allow time in their schedule/ routine for ideation without AI to help true human creativity from diminishing over time.

While AI is creative, today it's not as much as the most creative humans, especially in recombinatory innovation. Still these top human creators tend to be a select few. Research shows most innovative people benefit the least from AI creation help When looking to create a lot of ideas, across organizations with many average idea creators, then use of AI is helpful Key is human-in-the-loop iteration, working with AI GPT LLM and refining via iterative prompt engineering as hybrid creating outcomes (essay, image, software). As AIs do not actually truly know anything, they cannot create alone. Thus AI is not diminishing the role of marketing and advertising creation. So upskill your problem formulation skills and partner with your AI

Using AI tools to enhance the creativity and productivity can be a good option. AI tools can give you amazing results if you set them to generate data with the right context. And human mind is better in understanding context. Also, many marketing ads need an emotional touch. The ad maybe completely different than the product that company is selling but adding an emotional factor in the ad makes it more appealing. Thus, human can set the emotions and AI can generate content. Together, the output can be better than ever.

I try to stress this with every professional encounter I have. Including job searching and finding good fits for your own professional future. NEVER STOP LEARNING Even the most accomplished person in their field will continue to grow and understand and Learn everyday. I always make sure that wherever I may go and whoever I may work with has ample opportunity to learn something new. I personally make it a goal to learn 1 hour of new info every 1 week. 1 day of data every 1 month and hopefully 1 week every 1 year. This will only add to your tool belt of abilities. And AI has such a rapid and ever changing landscape that there is no shortage.

New LLM models, or more complex models are continually being released in the AI / ML developer community. Whilst this is often the workings ‘under the hood’ of any software which marketers or designers do not typically see, there will be many more software startup companies entering the space and building solutions on newly released models. It is therefore advisable to be open to working with multiple AI driven software programmes to built an understanding of the strengths and weaknesses of each offering. Similarly relying on only one piece of software will present a business / personal career risk if their funding runs out or a competitors solution takes market share. Diversify and be familiar with several solutions.

El mismo artista debería ser el complemento de la IA (e insisto en que es muy desafortunado llamarlas IAs), en tanto la IA no es capaz de ser precisa como para reemplazarlo. La composición y el realismo en los detalles puede seguir siendo el trabajo del artista. Insisto en la falibilidad de las IAs, el contratar a un artista siempre te va a asegurar precisón.

Continuous Learning and adaptation is a central thesis of AI driven marketing. As with early computers - it's still garbage in and garbage out. AI is an ever-learning mechanism. It's a tool with no feelings, no emotion and no relationships. This aspect of AI needs to be framed as a support system for creativity. By providing ongoing insights and performance feedback, AI enables marketers to continuously refine and innovate their creative strategies, ensuring they remain fresh and relevant. In other words, to be more human.

Continuous learning is all about acquiring new skills and knowledge on an ongoing basis. It's like a lifelong journey of self-improvement, driven by your curiosity and desire to stay relevant. Here are some key points: Benefits: It keeps you adaptable in a fast-changing world, improves your performance (personal or professional), and can be personally fulfilling. Examples: Taking online courses, reading industry publications, attending workshops, or even picking up a new hobby Who: It applies to everyone! From students to professionals to retirees, anyone can benefit from continuous learning. Why: The world keeps evolving, and continuous learning equips you with the knowledge and skills to navigate change and stay ahead of the curve.

Strategic collaboration between AI and humans, where their respective strengths are recognized and leveraged, can lead to the best outcomes. By embracing a symbiotic relationship, organizations can harness the power of AI's data-driven capabilities while allowing human creativity to flourish, resulting in innovative, emotionally resonant marketing and brand experiences.

A creative professional empowered by modern AI tools can do more than these elements separately. You'll need fewer people to do the same job, but that's all right. Teach your best how to drive the most powerful AI tools in marketing and advertising, and you'll see the skyrocketing returns. Sell this to your team as a way to eliminate busy work so they can focus on what they love: creating impressive and original campaigns.

In my opinion, AI enables creativity. While AI can produce standardised outcomes at a cheaper pricer than humans, creativity comes purely from humans. AI creativity most of the times ends up as hallucinations and dealing with that is extremely counterproductive. So use AI rightly as a tool and it will be a great associate in enabling your creative thoughts and processes - as a validation tool, or to produce a Proof of concept much faster!

Una de las mejores cosas que ha podido traer la IA es el obligarnos a cuestionar nuestra capacidad genuina. Todas las IAs son más parecidas entre sí que lo que los humanos lo somos entre nosotros. ¿Qué eres tú capaz de ofrecer que no ofrece una IA? ¿Estás seguro de que ni tú ni tus clientes estáis mitificando la potencia y confiablidad de una IA?

I think that it is perhaps a result of our evolution that humans tends to see any new thing as a possible treat. The fact that we have these conversations that we can also collaborate with AI, instead of competing with it, communicates an underlying fear that we might be replaced ... When I notice this in people, I tell them that there was a time when railway crossings were guarded by people that closed the barrier when a train approached. Their jobs were replaced by computers, and perhaps initially, people were skeptical: could a machine do it as good as them? This did not result in higher unemployment rates: people moved on to (hopefully) more interesting jobs. AI will not replace us, but allow us to move on to more interesting matters.

These two roles can not be diminished in upcoming years as we are seeing an overflow of AI products launching in the market but there are very few experts who can utilize them to their full potential, To stay ahead of game learn how to use these AI tools to maximize your productivity, rather than staying behind and let your creativity go. In creative industry the tools for example HeyGen Technology, synthesia, Social Ads generators, text to video etc, all these needs creative professionals to utilize these tools to their maximum potential.

Develop abilities that AI can't easily replicate, such as emotional intelligence, strategic thinking, and creative problem-solving. Enhancing these skills ensures you remain valuable and adaptable in a landscape increasingly influenced by technology.

Let's have a heart-to-heart about what makes us special in a world buzzing with technology. It's all about nurturing those abilities that make us uniquely human—like understanding the complexities of human emotions, crafting strategic plans that resonate with real people, and finding ingenious solutions to real-world challenges. Picture this: being able to sense someone's joy or sorrow just by the tone of their voice, channeling our creativity to bring ideas to life in ways that touch hearts and minds. These skills aren't just nice-to-haves, they're the essence of what makes us who we are. Because in the end, it's our human touch that lights up the world and makes it a better place for us all.

I heard Perry Marshall say the other day, "AI let's you work on the just 'The Last Mile'. It's one of the most profound statements I've ever heard. AI isn't the end-all, it's just a tool. It's a computer, period. It has no feelings, no emotions, can't form relationships, doesn't laugh and doesn't cry. AI just computes. Our being human isn't replaceable which means our creativity will only be diminished if we get lazy. AI will make the world more competitive, that's a fact. Those who excel going forward will master the new technology and not be a servant to it.

From my perspective AI is not stifling creativity; rather, it's catalyzing it. In marketing and advertising, traditional methods are indeed being augmented by AI's capabilities. However, in healthcare, AI's impact is profound, enabling innovative patient engagement and personalized care strategies that were once unattainable. This not only improves outreach effectiveness but also encourages creative approaches to patient communication and education, proving that AI can be a powerful partner in enhancing creativity, not diminishing it.

I disagree that AI reduces marketing creativity. It makes it easier and faster to bring creative ideas to real life, which results in us being inundated with content. I'm sure we can all relate. So if we're overwhelmed with content, this actually raises the creative bar in my view. Also with Gen Z and Alpha, marketing isn't just about product pushing. Authenticity and the product experience matters. AI can gather feedback and help with analysis, but humans improve the product experience. AI is a tool, not a replacement for the creative spark we bring to our work.

If Al is diminishing the role of creativity in marketing and advertising, it's important to advocate for the value that creativity brings to these fields. Highlight the unique perspectives, emotional connections, and innovative solutions that creative thinking can offer, emphasizing the ways it can differentiate brands and drive engagement. Providing examples of successful creative campaigns and their impact can also help demonstrate the importance of creativity in marketing and advertising.

Nie war es so einfach mit generischer KI individuelle und zielgerichtete Inhalte zu erstellen. Gerade im Marketing ist das Potential hier grenzenlos da mit fast Null Mehraufwand auf beliebig viele Zielgruppen individuell eingegangen werden kann.