The advance of artificial intelligence is unquestionable. Most industries – if not all – see an impact of new technological tools in their area of expertise. Now, the challenge is to incorporate them into your daily activity and, without going any further, break with the dilemma about whether AI will replace human resources.
In our industry, that of advertising, this doubt is latent in many, but generates convictions in others. The conviction that AI provides high added value, allowing us to energize and make teams, processes, and businesses in general more efficient. But it does not replace or equate the creative thinking that characterizes us so much.
Without a doubt, leaving out new technologies is not an option. If not, rather understand its benefit and adopt it for what allows us to grow as an agency. Simplify decision-making, create forecasts that resemble reality and allow us to avoid “mistakes” or save time, among other favorable points.
On the contrary, it is necessary to understand that a creative team brings together countless skills to create a final product such as a campaign or advertising, where brands have key needs and communicate, through these instances, with a heterogeneous audience that differs from one country to another. to the other and has endless characteristics that are taken into account when creating.
Personalization highlights us, differentiates us. As well as the imagination and, above all, the emotions, the feelings. The combination between the two worlds is what will result in “the new world” of advertising.
A world where the generative model of AI accompanies us and empowers us. The use of data is what allows the generation of images, videos, texts, music and voice, among others. But our skills are what will allow us to capture the ideal content for each brand. This combination of the best of both worlds comes to enhance the era of knowledge and hyperconnection, where technology accelerates creation times even more.
In short, the rules of advertising remain the same. Generate novelty, be creative, maintain personalization, the identity of each brand. These condiments are what make the difference and create a standout.
Communication with AI is also another challenge. Giving the correct instructions to reproduce what one has in mind is not an easy task. And if we talk about transferring knowledge of softer issues to the client, it is even more challenging.
Transformation in the industry is happening and it is disruptive. Learning to connect with AI to connect with our customers more effectively is one of the great points to consider. Innovation in a field that is constantly growing and changing will keep us constantly evolving and updating.
Or at least, that’s what ChatGPT told me when I asked him to complete this note. (A joke to decompress uncertainty).
Greetings.
Co-founder of Vendaval Agency
Source: Ambito
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