Recently, I have been asked by other creatives a different form of the same question: 'What is AI-powered content creation going to do to creatives?’
My first thoughts to the question usually starts from a place of excitement. It’s a similar excitement I felt when I first discovered Microsoft Paint. Prior to drawing pixelated lines on a blank screen, I attempted to draw on sheets of computer paper my mom brought home from work. It wasn’t because I wanted to create, but it was because I wanted to put all the different colors I found in my crayon box to use. I had zero artistic ability. But something about the 64colors created a deep sense of inspiration. When I discovered MS Paint, that inspiration didn’t die. It took on a different form. Instead of creating mashups of color on countless reams of printer paper, I now did the samething on a computer screen.
That example is a linear thought on the future of AI based tools. If we draw a liner path through any form of creativity, we end up with a trajectory of what we might, sorta can, expect out of creativty going forward. Just as calligraphy didn’t’ die when the printing press came out, similar to how my color driven inspiration didn’t die when MS Paint entered my world- My hope is that true creatives will use AI powered content creation as a tool to create.
If this is the case, we should all be excited of what exist on the horizon for creatives. If a rising tide lifts all ships, we’re bound to see fascinating new forms of art across all mediums. But similar to how the digital camera created talentless photographers, we’re also going to see some creatives that are propped up by AI. As the consumer, it’s our job to set a threshold of tolerance. If I ask DALL-E to create an oil painting of my single stalk money tree in a repetitive fashion, that doesn’t put me in the same league as Warhol. I’m just a guy a who put the text into the machine. But what happens if I take the output from DALL-E, and leverage a form of back lighting canvas with a Hue bulb that creates an image that is reactive to the ambient light around it, similar to how a living plant would over time, would that make it unique?
As I challenge myself with these thoughts in an attempt to set my own thresholds of uniqueness, I decided to ask ChatGPT the original question. Below is the response:
AI has already startedto automate certain tasks in marketing such as ad targeting, email
personalization, and sentiment analysis. However, it is unlikely that AI will
completely replace marketers.
AI-powered content creation has the potential to bothpositively and negatively impact creatives. On the positive side, AI can assist
creatives in generating ideas, optimizing content, and streamlining their
workflow. This can free up time for creatives to focus on higher-level tasks
such as strategy development and creativity.
On the negative side, AI has the potential to replace certaintasks that were previously done by creatives. For example, AI can be used to
generate simple graphics or write basic articles, tasks that were once done by
graphic designers or writers.
However, it is important to note that AI is not yet advancedenough to fully replace the creativity and emotional intelligence that humans
bring to content creation. Therefore, while AI will likely change the way
creatives work, it is unlikely to completely replace them.
Ultimately, the impact of AI-powered content creation oncreatives will depend on how they adapt and utilize the technology. Those who
embrace AI and use it to enhance their work will likely have a competitive
advantage, while those who resist it may struggle to remain relevant.
WOW. You don’t have to believe me, I shared my orginal thought at a dinner that was hosted by Adobe a week ago. There were 11 other creatives at the table in a back room at Gremacy Park Tavern. I know it was 11 because they all looked at me as I verbalized my thought for the first time out loud. As I was walking home I thought I would write this piece. While putting the preverbal pen to paper in the first paragraph I had to idea to compare my thoughts to ChatGPT. I didn't think the two would mirror each in any way.
I don’t think that because ChatGPT and I have the samethoughts, that I’m smart or vindicated in anyway. I actually know of several creatives who would, or have had the same kneejerk thoughts. What I do think: is that ChatGPT
is amazingly human.