AI in the creative world

Is AI the death of creativity, or will it usher in a glorious new era of self-expression, unchained from the restrictions of the past?

It’s a big question and one that’s tricky to answer – largely because we don’t know exactly what the future holds.

However, we can analyse how the creative industry is using AI today and hear the latest views of working creative professionals, to understand the general state of play and direction of travel.

So, let’s dive in…

How’s AI being used, right now?

Creative agencies all over the world are using AI to streamline processes, enhance creativity and deliver more accurate solutions. Some common applications include:

1. Content Creation:

Popular AI services, like ChatGPT, can assist in generating written content, such as ads, articles and social media posts.

2. Visual Design:

AI tools, such as Midjourney and Photoshop’s new in-built features, can create and manipulate images, graphics, and videos, aiding in tasks like photo editing, graphic design, and video production.

3. Data Analysis:

AI algorithms can analyse vast amounts of data to derive insights about target audiences, market trends, and campaign performance, informing strategic decision-making.

4. Personalisation:

AI can enable personalised marketing efforts by analysing customer behaviour and preferences to deliver tailored content and recommendations.

5. Automation:

AI can automate repetitive tasks, such as scheduling social media posts, managing email campaigns, and optimising digital advertising bids.

6. Predictive Analytics:

AI can predict future trends and consumer behaviour patterns, guiding agencies in developing proactive marketing strategies.

The possibilities are endless

As we can see, AI can be used for a whole range of different tasks, saving precious time, effort, and resources. But at what creative cost?

What do creatives think?

As a creative tool, how useful is AI, really? What are the pros and cons? Is it a force for good or bad? Inspiring or depressing? Yay or nay?

Let’s ask some of Free Partners’ finest…

“In a creative context, the role for us as humans is to remember what makes us exactly that. To feel and emote is to understand what makes us, us. My role as a strategist is to be as romantic about life and people as possible and obsess over the things that never change – the constants and rules of life that never snap, no matter the pressure and enticing robotic shimmer.” 

– Bryn Walbrook, Senior Strategist

“From a copy perspective, AI’s a mixed bag. It still lacks the emotional intelligence that’s needed to write compelling creative copy, but it’s a great help when writing more functional copy, such as guidelines or summaries. In those situations, it can save you a lot of time.”

– Paul Targett, Senior Copywriter

"I think AI should complement you, not complete you. Meaning it’s a great tool to utilise in terms of saving time, getting things going, taking copy a little further, and editing, as long as you don’t lose your unique ability, style, and skills."

– Becca Hurst, Junior Copywriter

“I find myself disdainful of art produced using AI as I feel there has been no effort, no time, no craft put into the creation of the image. However, I would be prepared to consider using generative AI images in concept work or for early-stage mock-ups for client review as a shortcut to otherwise painstaking image creation. I could not envision using AI imagery in final artwork though as the quality is simply not there. Yet.”

– Dan Mason, Senior Creative

What does ChatGPT have to say for itself?

Question: Are you a force for creative good, or not?

Answer: As an AI, I aim to support and enhance the creative process by providing assistance, inspiration, and tools for exploration. My goal is to be a helpful resource for creatives, offering ideas and insights to fuel their imagination and innovation. So, in that sense, I strive to be a force for creative good.

So, in a nutshell...

AI is an incredible tool. It allows us to do more than ever before. And do it more quickly, with less resources. But (thankfully) it does have its limitations.

Creatively, it’s just not as good as a skilled artist, designer, editor, photographer, or writer. It’s output often lacks a certain something. That human touch. Sometimes obviously. Sometimes not.

So, whilst AI is learning and progressing every day – every second, in fact – for now, it seems, human creativity rules supreme.