Creativity vs. CreativAI
By Bruno Calmet, Creative Copywriter Lead, Market Logic Perú
As we know, Artificial Intelligence has seen widespread adoption across various industries, and the advertising sector is no exception. More and more processes and actions are utilizing this technology, leading some to believe that, in the not-so-distant future, it could potentially replace human talent.
On the other hand, creativity is a key factor in making brand communication stand out, generating significant impact, and achieving the much-sought-after differentiation from the competition.
But, could Artificial Intelligence ever truly replace human creativity in the advertising industry?
The impact of CreativAI (Creatividad + AI)
Many brands are increasingly leveraging Artificial Intelligence in their communication strategies. While it may seem like a faster way to create and enhance content, relying exclusively on AI can also present certain disadvantages.
It’s crucial to balance AI’s efficiency with human creativity to ensure authenticity and resonate effectively with your audience.
What are some disadvantages?
- 1. Robotic-Sounding Language:
Relying entirely on AI can lead to messaging that sounds robotic and fails to capture the brand’s tone, creating a negative monotone perception among audiences. - 2. Poor SEO Optimization:
AI-generated content often pulls information from the web that isn’t necessarily optimized for SEO, thus reducing visibility and potentially impacting website traffic and sales negatively. - 3. Lack of Accuracy:
AI draws upon the vast amounts of data from the web, which may not align with the brand’s values or essence that makes the brand stand out. This unchecked information can lead the brand’s benefits to be misrepresented and causes oversight for accuracy. - 4. Little to No Personalization:
Utilizing AI may cause audiences to feel disengaged due to the robotic responses or generic messages they receive, hindering future interaction with the brand and/or purchasing process.
How does Google feel about AI generated content?
Google uses sophisticated AI technologies to determine whether content is valuable for its users, potentially categorizing it as “spam” or automatically generated content if it doesn’t meet webmaster guidelines.
With this in mind, we should only use AI to enhance our content, viewing it not as a competition but as a combination: Creativity + CreativIA.
How to correctly pair AI with creativity?
- As a comparative or “ping-pong” to evaluate or review manually created content
- Visually, to create high-impact artwork and complement content
- Analyzing large amounts of data to identify patterns and trends
- Providing feedback on creative performance and identifying areas for improvement
- Automating repetitive tasks to free up time for creativity
In conclusion, the ability to imagine, innovate, and create is exclusive to humans, but that doesn’t mean it can’t evolve over time. The advent of AI has redefined this concept, enabling machines to learn and perform tasks with great capabilities.
Creativity is likely one of the things that will never be replaced by AI, but it can be enriched and enhanced in the future to continue creating efficiently.
Do you believe that creativity could be replaced by AI or will it continue to play a complementary role?
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