Why us humans AI’nt finished yet

If you’ve been paying attention lately, you’ve probably noticed that artificial intelligence (AI) is the buzzword in design, marketing and industrial circles. Companies of every shade are diving into AI-powered tools to speed up workflows and spark new levels of productivity. But is it all as good as it seems? Let’s unpack some of the perks and pitfalls of using AI in marketing and industrial spaces.

How We’re Using AI

For creatives, one of AI’s biggest strengths is taking over tedious tasks like resizing images for social media, generating content variations, or analysing data. This frees up time for creatives to focus on strategy and big-picture ideas. Platforms like Adobe Sensei, trained on massive datasets, can spot patterns and help generate visuals, helping designers work faster, especially when deadlines loom.

In marketing, tools like Copilot, ChatGPT, and Gemini can create blog posts, captions, social media posts or email campaigns in half the time. If you need ad performance insights, AI-powered tools like Google Analytics crunch the numbers and offer actionable takeaways. With less time spent sifting through data, marketers can craft stronger narratives and connect with audiences more effectively. It can also spot insights and trends that could be missed in manual analysis. Analysis can also be minutes rather than days.

Another win for AI is personalisation. Various marketing platforms and CRMs use AI to tailor customer experiences, recommending content or products based on preferences and behavior. This hyper-personalized approach can help deliver a more focussed content plan and help increase engagement – still considered to be a key metric for many marketers..

AI is also making waves in the engineering sector. A recent Deltek survey found that 97% of engineering firms surveyed now use AI and machine learning (ML), with 92% embracing generative AI to tackle complex data and make smarter decisions that drive profitability across the business.

Why Humans Are Still the Heart of Creativity

Even with AI taking center stage, we humans remain vital both now and in the future. AI works best as a tool, but people should always be the decision-makers. When used thoughtfully, AI can help businesses grow and unlock new opportunities, but keeping people at the core of the process is crucial to get the best results.

For those requiring inspirational input, it’s important to remember that the creative process is about storytelling, evoking emotions, and solving problems in ways that resonate with audiences.In this instance desk research can be done on a wider scale faster than ever before providing what would have otherwise have been missing “fuel” to the creative process. Sure, AI can whip up a layout, but it can’t grasp cultural nuances, challenge creative norms, or deliver groundbreaking ideas. It’s a tool, which when used wisely, can help you to explore options and outcomes more efficiently.

True creativity thrives on intuition, real life experiences and those unexpected “aha” moments which AI just can’t replicate. When brainstorming campaigns, designing new products or refining processes, it’s the human spark and our ability to be emotional and irrational beings that leads to the  most innovative of moments and solutions.

The Downsides of AI

Relying too much on AI can backfire. Without proper training and understanding of how it actually works will lead to just being part of the unstoppable wave of generic same ole same ole content we are beginning to see everywhere on LinkedIn everyday. Some of which sadly, is even 100% human. Overuse will make content feel formulaic or stale. Imagine scrolling through ads that all seem eerily similar because they were AI-generated. Sound familiar?

There’s also the issue of ethics and authenticity. As people, and more importantly algorithms, get better at spotting AI-generated content, we need to be smart on how we use it otherwise we are all on a collision course of becoming part of a world of averageness. And remember algorithms value genuine, authentic, human-centric content and experiences more over what would become, if AI is not used properly, a wall of magnolia paint. Overdoing AI risks alienating audiences and losing that personal connection. So be smart with it and don’t cut corners.

Lastly, adopting AI isn’t entirely plug-and-play. These tools require investment in training and software, which might be a bit of a hurdle for smaller teams. But don’t jump straight in without doing your research and learning more about how it all works: know you GPTs, from your LLMs, and also what GPT would serve you best? And what about working with a customisable GPT?

Final Thoughts

AI is undoubtedly a powerful ally for design, marketing and manufacturing companies, providing speed, scalability and enhanced insights. However, it works best as a tool to empower, not replace people. The magic happens when AI handles the heavy lifting, while we take the reins for the truly imaginative, emotional work. After all, creativity is, at its core, a deeply human endeavor.

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