We live in a digital information age, and most of us are well aware of the fact that artificial intelligence is reshaping industries. In marketing and advertising, algorithms are crunching data, and generating targeted ads. That has many wondering and worrying if the creative roles in agencies and firms are becoming obsolete. While AI continues to make advances, human beings have intrinsic qualities that, at least for the time being, make them indispensable. AI is an extraordinarily advanced tool. It can and will take many of the more mundane tasks off human shoulders. It’s not ready to replace or supplant those carbon-based creatives that walk the hallways.
Recognizing patterns
AI is fast. In fact, a computer is about 125,000 times faster than a human neuron. On the other hand, ask a human to identify 100 different objects in five seconds or less for each, and he or she will outperform the computer. There’s a long scientific reason for that, which AI might be able to explain. AI can analyze data, recognize patterns and can do both at breakneck speed. However, humans can think outside their cubicle, dream, imagine, and be inspired. Whether writing a compelling narrative, coming up with a great headline, or designing a visually stunning image, human creatives have the ability to connect with the human marketplace in ways algorithms can’t replicate.
Collaboration
Creativity often thrives in collaboration. Small groups of human creatives can bring a diverse range of life experiences to the table. AI can generate ideas, but based on existing data. It can’t “bounce” ideas off others. It can’t feed off the energy in a room. It can’t be inspired. Computers can interconnect, but we’re not quite ready to call that “brainstorming.”
Ineffable
Creativity has an ineffable quality, there’s a bit of (figuratively) magic in the process. AI is playing a role, but the human touch is what leads to innovative campaigns. To captivate and compel a human consumer you must connect on an emotional level. Humans can, which is why, from a creative standpoint, we are going to be around for a while.
If your marketing department would like to collaborate with living, breathing, creative people, give us a call. A real person will even answer the phone (Monday-Friday, 8am – 5pm PST).