AI in Creativity: A Powerful Tool for Innovation, Not a Threat
Creativity has always been a product of our experiences and inspirations. It is the ability to remix everything we absorb into something new and unique. Now, with the advent of artificial intelligence (AI), this process has been taken to a whole new level. AI can instantly and infinitely remix all the words, thoughts, and images in the world. But should we be scared?
Ben Golik, a creative partner at Uncommon CX, believes that AI is not something to fear but rather an invaluable tool for creatives. Drawing on his experience of witnessing the disruption caused by digital printing, Golik recognizes that when faced with new technologies, we have two choices: to run towards them or to run away. In the case of AI, Golik advocates for embracing it as a tool to enhance our creativity, rather than viewing it as a threat.
For instance, Golik mentions using AI platforms like Midjourney to create decks, allowing creatives to save time and focus more on the thinking process rather than compiling imagery from Google. Golik sees AI as a collaborator rather than a competitor, citing examples where planners seek fresh visual metaphors from ChatGPT, UI designers use Galileo for inspiration, and copywriters generate alternative headlines with prompts. It is clear that AI supplements human creativity, amplifying our abilities rather than replacing them.
While some may view AI as a potential overlord, Golik emphasizes the importance of maintaining our originality. AI assimilates existing content and ideas, but our unique perspectives and insights will always be highly valued. AI is just another tool, and it is up to us to find creative ways to harness its potential.
However, there is a risk that AI, if applied carelessly or excessively, could industrialize the entire customer experience. From making product recommendations to personalizing interactions, automation could lead to a generic and indistinguishable customer journey. Golik warns against sacrificing uniqueness for efficiency. The things that have always made brands famous and customers loyal should remain at the forefront of our strategies. We must ensure that AI serves as a means to enhance, rather than replace, human touchpoints.
In conclusion, AI should be seen as a powerful tool for innovation in the realm of creativity. It enables us to remix and reimagine our ideas in ways we couldn’t have imagined before. By embracing AI, we can tap into its potential and create remarkable experiences for brands and their customers. However, it is essential to strike a balance and use AI judiciously to avoid losing the human element that sets us apart. With the right approach, AI can be a game-changer that enhances our creative endeavors and propels us toward a more exciting future.
