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Rather than seeing AI as a threat, many see it as a potentially useful tool that can reduce creativity and workload.
The recent explosion of generative AI has opened up new worlds of creativity, where simple prompts can lead to compelling creations across text, images, and video.
There is much debate about the final product of artistic AI and what role creators will play in it. But when it comes to creative roles, experts believe AI can extend the great work already being done.
Earlier this year, James Parker, chief solutions officer at digital marketing firm Jellyfish, said: media reader: “In my opinion [AI] Rather than replace the art directors, designers and copywriters in our industry, we will help them expand their amazing and precious creativity. ”
creative mind
A creative person can come up with countless ideas.
Generative AI, on the other hand, cannot generate ideas on its own. AI art generators such as DALL-E 2 and Midjourney and text platforms such as ChatGPT create works based on prompts based on vast amounts of input from humans.
Creating an advertising or media strategy based entirely on generative AI means losing the originality that is essential in the modern environment. Personal experience and knowledge that can only be obtained by humans will be lost.
Additionally, while you can write basic articles and pitches via AI, you can’t always trust the facts to be correct.
How AI can help
In a recent report on AI, Goldman Sachs predicted that 26% of current work tasks in art, design, entertainment, sports and media could be automated by AI in Europe and the US. bottom.
AI could potentially be used to monitor processes, identify objects, document information, and more.
Take advantage of generative AI
AI helps with chatbots, A/B testing, speech recognition, and data analytics.
When creatives need to collate and parse data to find patterns and trends, AI can be very useful for this.
Unlike AI, creators have the power to dream, so data can be a source of inspiration.
AI can be a creative tool, as Ogilvy Paris used DALL-E2 to create an extended version of Vermeer’s The Milkmaid. Meanwhile, Heinz used his DALL-E2 to create an artistic impression of the iconic ketchup bottle.
How creatives can shine
Generative AI frees up time, leaving space to dream rather than ponder data.
According to Rob Davis, a 30-plus year media veteran who has led campaigns for high-profile companies such as McDonald’s, Kellogg’s and Disney theme parks, former Starcom executive, now CMO and NOVUS president, AI will be human-driven. It will not replace the strategy of –– However, there is the potential to strengthen it.
He believes generative AI can give advertisers an edge by doing things like helping them allocate media budgets across channels, audiences and geographies based on certain rules. That’s what it means.
He believes this is used to automatically adjust advertising budgets to hit KPIs. He builds richer audience profiles and finds trends and correlations that are difficult for humans to do at scale.
Davis also suggests that this could be used to gain insight into competitors’ ad spending and strategies.
He said creatives could help create ad copy, hyper-personalize messages and images for individual consumers, and predict ad performance before a campaign launches. Stated.
Overall, AI can help marketers experiment, test ideas, and build on their knowledge to create something exciting.
If you’re interested in creative work, we have three media-related jobs available here. Find more jobs on The Media Leader Job Board.
AI Designer, Warner Bros. Discovery, Knutsford
Combining creativity and AI in this role at entertainment giant Warner Bros. Discovery.
This specific role is for AI Designers at TT Games, and candidates will take on key roles in new LEGO games.
Collaborate with gameplay coders, artists, and designers to create compelling and fun AI behaviors from prototype to final stage.
See here for the full job specification.
Video Director in News UK, London
Sun is seeking an ambitious, innovative and commercially minded individual to lead its global video business.
This role includes responsibility for leading the UK and US video teams and growing the audience across the US.he is the sunown channels and off-platform channels such as YouTube and TikTok.
Learn more here.
Senior Data Scientist, Platform, Spotify, London
Streaming platform Spotify is looking for a Senior Data Scientist to join its platform team.
Ideal candidates have at least five years of work experience and a degree in statistics, mathematics, computer science, engineering, economics, or other quantitative discipline.
You also have good communication skills and are good at mentoring and mentoring others.
All details can be found here.
Find more media jobs at every level of the career ladder with our Media Leader Job Board
