The Creative Director in the Age of AI

Rapid progress in AI has been transforming a whole generation of industries. Thus, the time has come to debate whether roles like creative directors in advertising will be overtaken by AI or whether human creativity possesses a value beyond competition in an AI-driven world. Studying industries disrupted by technology and yet retaining the relative importance of human creativity may help draw insights into the possible future of creative directors for this age.

Demonstration: Handcrafted Furniture vs Mass-Produced Alternatives
Handcrafted furniture and other bespoke products have never been as popular as they are today. Consumers, who a few years ago fought over the few available items of mass-produced furniture from companies like IKEA, now want it to be unique, to possess superior craftsmanship and to come up with an interesting story behind its creation (which automatic machinery alone cannot add to the product). Although handcrafted furniture appeals to a niche market, the desire of consumers for uniqueness and authenticity is something everyone can identify with. According to the Crafts Council’s Market for Craft Report 2022, the rise in consumers buying handmade furniture underlines the trend to value individuality and sustainability.

Insight: This trend is like the creative director who crafts ads that are original and emotionally charged. While consumers want their products original and handmade, they also want their advertisements to speak to them on a human level – all of which human creativity satisfies.

Demonstration: Vinyl Records vs Streaming MusicIn this era of streaming, vinyl records are back in vogue. According to the Recording Industry Association of America, in 2022, vinyl sales surpassed CDs for the first time in over three decades; 2022 was also the 16th consecutive year to have seen growth in vinyl. While vinyl represents only a tiny share of sales as part of a larger perspective, it remains on an uptrend, indicative of a desire by consumers for something more substantial and engaging. It is almost not even about the audio quality but the feel of it.

Insight: This is another signal that people want authenticity and depth. Just like the value that comes with advertisement narratives created by humans rather than algorithmic content generation.

Demonstration: Independent Bookstores vs E-books and Online RetailersIndependent bookstores have gained ground despite the worsening attack from e-books and online retailers like Amazon. The last few years indicate that a rising number of independent bookstores are opening. The American Booksellers Association emphasises that such ventures value a connection to the community and a personal experience. These stores service a niche market but thrive based on a curated selection and a personal touch with readers.

Insight: Creative directors develop campaigns that resonate on the personal level, where brand affinity is established by engaging in emotional interactions. Human contact involved in curation and storytelling continues to be a great leveller in this digital era.

Demonstration: Film Cameras vs Digital Cameras
Even with ubiquitous high-resolution digital cameras, photographers are returning to film for aesthetic reasons and the craft the latter demands. A report on the Film Photography Market 2023 by Ilford Photo shows considerable increases in both the sales of film and darkroom equipment. Although niche, they reflect a wider consumer appreciation for processes that require skill and intentionality.

Insight: Creative directors inject thoughtful and artistic elements that cannot be replicated through machines. Human creativity injects intent behind streaming services, which can never be equalled.

Demonstration: Live Theatre vs Streaming ServicesLive theatre remains compelling, despite the many benefits of streaming platforms. Broadway League’s Annual Report 2023 reported a strong comeback of theatre-going audiences when pandemic restrictions eased, attesting to the power of live performances.

Insight: Live theatre thrives on the energy between an artist and the audience. Similarly, creative directors create experiences that connect a brand to the consumer by using emotions in ways that AI will never be able to do.

Although these examples demonstrate the creative ability of human minds, it is important to recognise that AI has improved dramatically in terms of its creative ventures. The algorithms can create artwork, compose music and write material that is very close to the productions of the human mind. For instance, there have been paintings done by AI technology sold in world-famous auction houses, while AI-written articles have been all the rage lately.

Whereas AI is working on patterns in data, it relies upon existing information and does not hold conscious or emotional depth or an understanding of cultural sensibilities. Nevertheless, it has proven superior in tasks where data is analysed and patterns followed, but not in areas where empathy, ethics, or abstraction are called for. Most industries that involve repetitive operations are highly automated. They include manufacturing assembly lines, customer service chatbots, and retail cashiers. Creative and more complex problem-solving, emotional and innovative work roles (for example, creative directors) are less likely to be automated. While AI may be useful in producing initial ideas or performing repetitive tasks, it cannot replace the human insight necessary for effective advertising.Efficiency vs Value Generation

AI solutions attract businesses because of their cost-effectiveness, consistency and scalability. Additionally, AI can generate content quickly and at a cheaper cost than human labour. However, the creative efforts of humans cannot be forgotten, nor can the long-term value they create. According to a 2023 study by Nielsen, on average, more than 23% of sales increases come from campaigns that had effective creative content. The Future of Jobs Report 2023 by the World Economic Forum suggests that more than half of manufacturing jobs will be automated, while at five percent, the chances are slight for creative positions. The inference here is that human creativity will finally be seen as an investment that yields significant economic benefits in contrast to the initial outlay. Only humans can provide the emotional and strategic depth necessary to produce high-quality advertising.

Instead of being afraid, creative directors should leverage AI as a source of capacity augmentation. AI can analyse data, identify consumer trends and even draft a first version of the content. This allows creative directors to channel their energies into strategy, innovation and perfecting the emotional appeal of their campaigns. For example, AI-based technologies enable personalised content delivery at scale to meet the demand for individualised experiences. However, human intervention ensures that the message is appropriate, culturally sensitive and ethically correct. It would seem, therefore, that the role of the creative director is not disappearing but is changing. By embracing AI for efficiency and data-informed insights, creative directors will take the reins of the human touch in storytelling and all forms of emotional engagement, taking their work to unprecedented dimensions.

The Indispensable Value of Human Imagination
The notion that AI is going to be a ‘killing machine’ for creative directors is a false one when considered in terms of those qualities that cannot be replaced by machines. Although AI has progressed in creating content, it lacks the emotional quotient, ethical judgment and imaginative power that human imagination possesses. Industries centred on authenticity, personal connection and value from experience are therefore immune to the advancements of technology. A creative director who sees AI as a friend instead of an enemy will be the sum of their combined value for effective advertising.

In the world of future business, advertising is balanced between human creativity and technological innovation. The impact that advertising campaigns have on businesses can be very high if they are based on the ingenuity of human creativity and the efficiency of AI.
 

Faizan Syed is Founder and CEO, East River. faizan@eastriverdigital.com