Humans Using AI Will Replace Humans
The marketing industry needs to think about how it can incorporate AI tools to increase productivity rather than being afraid they will replace human beings, argues Sheikh Adil Hussain.
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The Artificial Versus the Real
I will be honest. I tried to get AI to write this article for me. I even tried to get it to come up with campaign ideas in the past (don’t judge me, you know you have tried it too). And why not? AI is becoming increasingly ubiquitous and accepted, which is why companies are trying to harness its power and potential for their businesses, and it is only natural that creative people and agencies would do the same.
But as much as I geek out over AI – how cool it is and how much it can do – I am not convinced that it can replace humans in coming up with original and insightful creative ideas. Well, at least not yet.
AI is rapidly evolving and every day we discover new ways for this emerging technology to enhance our lives. From drafting research articles to generating images from text, synthesising video and audio content and analysing customer data and behaviour, the sheer capability of AI is nothing short of miraculous. Generative AI such as ChatGPT, Midjourney and Stable Diffusion are pushing boundaries and supporting divergent thinking, allowing us to reimagine new possibilities while creating new applications for all types of users and industries. And, considering how accessible, fast and easy it is, it is undeniable that AI is going to change the way we do a lot of things – if not everything.
Before I talk about why I think AI will not steal my job, it’s important to recognise how it can benefit creatives and agencies in upping their game.
Firstly, it can be a great source of inspiration. Imagine asking AI to generate sample captions and copy logos or packaging designs for a new product. Within seconds, you have a variety of options that you can evaluate and build on. Secondly, AI can take over painstaking manual work, like storyboarding and creating sample music tracks and visual references. It can even take information and format it into presentation decks, saving time and effort. As technology improves, AI will eventually start replacing the need for still and video shoots and talent (this has already started to happen). Stock sites are incorporating AI-generated imagery and footage for use. So there is absolutely no doubt that AI will continue to have a substantial impact on how we do creative work.
But does that mean it will replace creative thinkers altogether?
As a technophile, after using AI for a while, I have discovered its many limitations. It is far from the magic wand people assume it to be. Like most technology, AI is a tool (albeit a very fancy one), and like any tool, it has to be used skillfully to provide the desired result. AI relies entirely on human input (especially the quality and specificity of the input) to generate results. You cannot feed it a campaign brief and expect it to spit out award-winning creative ideas. It doesn’t work that way. AI is only as smart as the user and it is severely dependent on how inputs and prompts are provided. It will not challenge information or question its context, nor can it distinguish relevant from irrelevant information. In fact, it has to be told when to ask questions.
It is like throwing a banana, a block of cheese and a tennis ball into a blender and expecting the blender to make sense of the situation.
It can’t. It will just blend to the best of its ability – in the same way AI processes whatever information it has at its disposal. Humans, on the other hand, can intelligently process and filter information, make suggestions, and eventually come up with ideas that meet the objective.
Furthermore, AI cannot think strategically, create engaging brand stories or reflect on the quality of its work. It can only draw on whatever information or content is out there and apply it to the task at hand. For example, it may be able to extract the main findings of a consumer research report, but it will never be able to translate those findings into a coherent brand strategy or creative execution. It is also incapable of adapting to variables such as customer sentiments, insights, cultural sensitivities, and changing trends. It cannot gauge political correctness or decipher between tasteful and inappropriate ideas and content. Even if by some miracle it is somehow able to do all of that, it still doesn’t know whether it is doing it correctly or not. A human would still be required to check and refine its output.
As intelligent as AI is, it is still nowhere near being able to navigate the complex nuances of human emotion. It can never deliberately create meaningful and insightful content that resonates with humans.
It cannot write a moving script, a beautiful symphony or be inventive. It cannot do what Beethoven, Da Vinci or Steve Jobs did; it can only attempt to mimic what they did – that too after they did it. The only thing AI is capable of is creating superficial-level content by combining bits of existing ideas and information.
Human creativity, on the other hand, is capable of true innovation. We can challenge conventions and imagine new ideas and concepts that have never existed in any form. Revolutionary concepts such as art, literature, music and much more. We are not bound by prompts, instructions and pools of existing ideas; our thinking is only limited by our imagination, which is essentially infinite. Technically, if you think about it, for AI to generate an idea, humans would have to do most of the thinking first. AI may not be able to think creatively, but it certainly will change the way we do things.
Does that mean it can eventually replace us?
I doubt it.
At this point, the most AI can do is augment our creativity. It can help us to rapidly gather references, visualise concepts and spark our creative thought process. It can assist us in streamlining work and executions, saving time, effort and resources. However, when it comes to creative thinking, especially in a field as complex as advertising, it is not about churning out content but about drawing on human experiences and emotions and ensuring that ideas not only resonate with audiences but meet the strategic objectives. Human creativity introduces unique perspectives shaped by our backgrounds, memories, feelings and personal experiences.
We are able to connect disparate ideas, empathise with audiences, and infuse work with cultural context. We can tell stories, tug heartstrings, bring joy and laughter and inspire others to dream.
Most of all, we can do it consciously and consistently over time. AI can help us do it a little better, but it certainly cannot do it without us.
Taimur Tajik is Creative Head, Interwood.
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Related Stories
AI is rapidly evolving and every day we discover new ways for this emerging technology to enhance our lives. From drafting research articles to generating images from text, synthesising video and audio content and analysing customer data and behaviour, the sheer capability of AI is nothing short of miraculous. Generative AI such as ChatGPT, Midjourney and Stable Diffusion are pushing boundaries and supporting divergent thinking, allowing us to reimagine new possibilities while creating new applications for all types of users and industries. And, considering how accessible, fast and easy it is, it is undeniable that AI is going to change the way we do a lot of things – if not everything.
Before I talk about why I think AI will not steal my job, it’s important to recognise how it can benefit creatives and agencies in upping their game.
Firstly, it can be a great source of inspiration. Imagine asking AI to generate sample captions and copy logos or packaging designs for a new product. Within seconds, you have a variety of options that you can evaluate and build on. Secondly, AI can take over painstaking manual work, like storyboarding and creating sample music tracks and visual references. It can even take information and format it into presentation decks, saving time and effort. As technology improves, AI will eventually start replacing the need for still and video shoots and talent (this has already started to happen). Stock sites are incorporating AI-generated imagery and footage for use. So there is absolutely no doubt that AI will continue to have a substantial impact on how we do creative work.
But does that mean it will replace creative thinkers altogether?
As a technophile, after using AI for a while, I have discovered its many limitations. It is far from the magic wand people assume it to be. Like most technology, AI is a tool (albeit a very fancy one), and like any tool, it has to be used skillfully to provide the desired result. AI relies entirely on human input (especially the quality and specificity of the input) to generate results. You cannot feed it a campaign brief and expect it to spit out award-winning creative ideas. It doesn’t work that way. AI is only as smart as the user and it is severely dependent on how inputs and prompts are provided. It will not challenge information or question its context, nor can it distinguish relevant from irrelevant information. In fact, it has to be told when to ask questions.
It is like throwing a banana, a block of cheese and a tennis ball into a blender and expecting the blender to make sense of the situation.
It can’t. It will just blend to the best of its ability – in the same way AI processes whatever information it has at its disposal. Humans, on the other hand, can intelligently process and filter information, make suggestions, and eventually come up with ideas that meet the objective.
Furthermore, AI cannot think strategically, create engaging brand stories or reflect on the quality of its work. It can only draw on whatever information or content is out there and apply it to the task at hand. For example, it may be able to extract the main findings of a consumer research report, but it will never be able to translate those findings into a coherent brand strategy or creative execution. It is also incapable of adapting to variables such as customer sentiments, insights, cultural sensitivities, and changing trends. It cannot gauge political correctness or decipher between tasteful and inappropriate ideas and content. Even if by some miracle it is somehow able to do all of that, it still doesn’t know whether it is doing it correctly or not. A human would still be required to check and refine its output.
As intelligent as AI is, it is still nowhere near being able to navigate the complex nuances of human emotion. It can never deliberately create meaningful and insightful content that resonates with humans.
It cannot write a moving script, a beautiful symphony or be inventive. It cannot do what Beethoven, Da Vinci or Steve Jobs did; it can only attempt to mimic what they did – that too after they did it. The only thing AI is capable of is creating superficial-level content by combining bits of existing ideas and information.
Human creativity, on the other hand, is capable of true innovation. We can challenge conventions and imagine new ideas and concepts that have never existed in any form. Revolutionary concepts such as art, literature, music and much more. We are not bound by prompts, instructions and pools of existing ideas; our thinking is only limited by our imagination, which is essentially infinite. Technically, if you think about it, for AI to generate an idea, humans would have to do most of the thinking first. AI may not be able to think creatively, but it certainly will change the way we do things.
Does that mean it can eventually replace us?
I doubt it.
At this point, the most AI can do is augment our creativity. It can help us to rapidly gather references, visualise concepts and spark our creative thought process. It can assist us in streamlining work and executions, saving time, effort and resources. However, when it comes to creative thinking, especially in a field as complex as advertising, it is not about churning out content but about drawing on human experiences and emotions and ensuring that ideas not only resonate with audiences but meet the strategic objectives. Human creativity introduces unique perspectives shaped by our backgrounds, memories, feelings and personal experiences.
We are able to connect disparate ideas, empathise with audiences, and infuse work with cultural context. We can tell stories, tug heartstrings, bring joy and laughter and inspire others to dream.
Most of all, we can do it consciously and consistently over time. AI can help us do it a little better, but it certainly cannot do it without us.
Taimur Tajik is Creative Head, Interwood.
Read Comments
Related Stories
It can’t. It will just blend to the best of its ability – in the same way AI processes whatever information it has at its disposal. Humans, on the other hand, can intelligently process and filter information, make suggestions, and eventually come up with ideas that meet the objective.
Furthermore, AI cannot think strategically, create engaging brand stories or reflect on the quality of its work. It can only draw on whatever information or content is out there and apply it to the task at hand. For example, it may be able to extract the main findings of a consumer research report, but it will never be able to translate those findings into a coherent brand strategy or creative execution. It is also incapable of adapting to variables such as customer sentiments, insights, cultural sensitivities, and changing trends. It cannot gauge political correctness or decipher between tasteful and inappropriate ideas and content. Even if by some miracle it is somehow able to do all of that, it still doesn’t know whether it is doing it correctly or not. A human would still be required to check and refine its output.
As intelligent as AI is, it is still nowhere near being able to navigate the complex nuances of human emotion. It can never deliberately create meaningful and insightful content that resonates with humans.
It cannot write a moving script, a beautiful symphony or be inventive. It cannot do what Beethoven, Da Vinci or Steve Jobs did; it can only attempt to mimic what they did – that too after they did it. The only thing AI is capable of is creating superficial-level content by combining bits of existing ideas and information.
Human creativity, on the other hand, is capable of true innovation. We can challenge conventions and imagine new ideas and concepts that have never existed in any form. Revolutionary concepts such as art, literature, music and much more. We are not bound by prompts, instructions and pools of existing ideas; our thinking is only limited by our imagination, which is essentially infinite. Technically, if you think about it, for AI to generate an idea, humans would have to do most of the thinking first. AI may not be able to think creatively, but it certainly will change the way we do things.
Does that mean it can eventually replace us?
I doubt it.
At this point, the most AI can do is augment our creativity. It can help us to rapidly gather references, visualise concepts and spark our creative thought process. It can assist us in streamlining work and executions, saving time, effort and resources. However, when it comes to creative thinking, especially in a field as complex as advertising, it is not about churning out content but about drawing on human experiences and emotions and ensuring that ideas not only resonate with audiences but meet the strategic objectives. Human creativity introduces unique perspectives shaped by our backgrounds, memories, feelings and personal experiences.
We are able to connect disparate ideas, empathise with audiences, and infuse work with cultural context. We can tell stories, tug heartstrings, bring joy and laughter and inspire others to dream.
Most of all, we can do it consciously and consistently over time. AI can help us do it a little better, but it certainly cannot do it without us.
Taimur Tajik is Creative Head, Interwood.
Read Comments
Related Stories
It cannot write a moving script, a beautiful symphony or be inventive. It cannot do what Beethoven, Da Vinci or Steve Jobs did; it can only attempt to mimic what they did – that too after they did it. The only thing AI is capable of is creating superficial-level content by combining bits of existing ideas and information.
Human creativity, on the other hand, is capable of true innovation. We can challenge conventions and imagine new ideas and concepts that have never existed in any form. Revolutionary concepts such as art, literature, music and much more. We are not bound by prompts, instructions and pools of existing ideas; our thinking is only limited by our imagination, which is essentially infinite. Technically, if you think about it, for AI to generate an idea, humans would have to do most of the thinking first. AI may not be able to think creatively, but it certainly will change the way we do things.
Does that mean it can eventually replace us?
I doubt it.
At this point, the most AI can do is augment our creativity. It can help us to rapidly gather references, visualise concepts and spark our creative thought process. It can assist us in streamlining work and executions, saving time, effort and resources. However, when it comes to creative thinking, especially in a field as complex as advertising, it is not about churning out content but about drawing on human experiences and emotions and ensuring that ideas not only resonate with audiences but meet the strategic objectives. Human creativity introduces unique perspectives shaped by our backgrounds, memories, feelings and personal experiences.
We are able to connect disparate ideas, empathise with audiences, and infuse work with cultural context. We can tell stories, tug heartstrings, bring joy and laughter and inspire others to dream.
Most of all, we can do it consciously and consistently over time. AI can help us do it a little better, but it certainly cannot do it without us.
Taimur Tajik is Creative Head, Interwood.
Read Comments
Related Stories
Most of all, we can do it consciously and consistently over time. AI can help us do it a little better, but it certainly cannot do it without us.
Taimur Tajik is Creative Head, Interwood.