What better way to celebrate the “most depressing day of the year” than by pontificating over the collective demise of the creative industries? I jest, of course, but there is a surprising amount of doom mongers out there who would have you believe that AI will be death knell of individualism and usher in a new age of identikit copy and uncanny design ideas.
I remain cautiously optimistic. Yes, there’s every chance that AI might cut away some of the more clinical gigs from my work week, but I won’t be mourning their demise. AI is, ultimately, a tool that’s too powerful and fundamentally useful to ignore and I’m choosing to live with the machine. For now.
I am, however, an individual and it’s far easier for an individual to make peace with something so potentially frightening then it is for an organisation with dozens or even hundreds of employees, each with their own takes on what AI is going to mean for us as a collective industry going forward. As such, for many agencies, AI is still a sore subject, and they are opting to take a head-in-the-sand approach to AI. Others, meanwhile, have already chosen to see it as an opportunity.
The real sticking point with the technology, at least how I see it, is how it challenges our traditional notions of ownership and control. Because we might be in control of the information that we’re feeding into the algorithm but we’re not in control of what we get back and, whatever we end up getting back, how much of it is ours really? Is it not just a recontextualised amalgamation of the work of thousands or even millions of others?
Understanding the Machine
If agencies truly wish to survive the widespread disruption AI is already bringing to the table, they first must understand what it really is and what it’s capable of. It’s not, contrary to popular belief, just about automating tasks; it's about augmenting and enhancing our humdrum human creativity. AI-driven design software, content creation algorithms, and automated data analysis are working together to generate ideas, predict trends, and even create content and it’s all uniquely tailored to specific audiences.
AI's integration is a multifaceted thing and not something that can or should be rushed into. On one hand, it promises increased efficiency and the ability to analyse vast amounts of data and on the other, it brings a certain unease about the future. Agencies must navigate these unsteady waters carefully by balancing the use of AI with the irreplaceable human touch. For those agencies that haven’t already jumped on the bandwagon, the next 12 months are going to involve a lot of slow and steady moves forward.
Embracing AI
Forward-thinking agencies are already harnessing AI to gain a competitive edge. Indeed, the world’s biggest agency, WPP, has already gone all-in. Last year, they teamed up with computer chipmaker Nvidia to create some of the first ads with 100% generative AI and the results were quite breathtaking.
The thing is, at least for the time being, the idea isn’t for these ads to replace the painstaking work done by creative teams across the world, it’s to offer quality creative at a reasonable price to brands that might not be able to afford a full creative campaign. It’s also going to allow for more specifically tailored content on a wider scale. The example shown by the team was realistic footage of a car driving through a desert. The new AI-powered content engine means that same car could be placed on a street in London or pictured in Rio de Janeiro to target the Brazilian market — all without the need for costly on location production.
Embracing Change
Ultimately the readiness of agencies for AI disruption in 2024 depends largely on their willingness to embrace change, invest in learning, and find the right balance between AI and human creativity. The agencies that view AI as a partner rather than a threat are always going to be leading the charge, but we should all tread lightly.
This is still largely untested ground and there’s always going to be issues related to data privacy, various ethical considerations, and the need for continuous learning to keep up with advancements. The transition also demands a severe cultural shift that some may be better equipped to handle than others. Training sessions, workshops, and collaborative projects involving AI tools can help individuals understand and use AI effectively. This not only prepares them for the changing landscape but also alleviates fears regarding AI replacing human creativity. It’s not going to happen overnight though.
So, take a breath, take some time to learn more about it and don’t panic! Be aware though, that your clients are almost certainly aware of the possibilities AI brings to the table and they are going to expect their partners to deliver in kind. So take your time, but don’t drag your feet!
More Creative Opinions
Ken Goodbody, Associate Director at Interstate Creative Partners, believes that 2024 will see AI completely polarising agency models.
AI-generated work is almost like a microwaveable dish—quick and efficient, but is it truly original? AI makes some things very easy, which means they could become less valuable. Just like any of our creative tools, AI gets added to the list. It may speed up some of the process but the creative mind needs to guide it and then elevate it. What adds the touch, flair, and uniqueness?
Creative agencies may find themselves transitioning from content production to content curation, placing a greater emphasis on a broader strategic and creative perspective.
This shift redirects the agency's focus toward creative direction because that work is valued, individual and chargeable. AI isn't fundamentally changing creativity; instead, it's reshaping how we engage with and enhance it, akin to the transformative impact of personal computers in the past.
Ara Kurnit, Chief Innovation Officer at Critical Mass, thinks 2024 will be the year AI achieves ubiquity.
We’re at the cusp of a revolution, driven by two forces: the rise of ground-breaking innovative campaigns that will reshape consumer engagement, and the seamless integration of these technologies, invisible AI, into the very fabric of our industry.
8AM Creative January 20th, late evening
These AI tools are going to create operational efficiencies that will allow us to produce more in less time. That is going to put a downward pressure on our pricing and companies that aren’t adopting this technology will lose their margins. But I don’t see much more changing than that.