It’s not.

Part of this confusion is the influencer/creator crowd on Instagram, Tiktok and LinkedIn wanting to be first screaming about the newest generative AI tool that YOU WON’T BELIEVE WHAT IT CAN DO LIKE AND FOLLOW FOR MOAR. Another part likely stems from ads for tools that promise to let you “create logos, videos, banners, mockups with AI in 2 minutes”. Also, another very real issue is the speed with which all of this is coming at us with no real guidance or best practices in place.

Again, let me reinforce that I am not an AI expert. Honestly, I don’t really think anyone is (except the people who are helping to build them) and if someone tells you that they are, then they are likely trying to sell you something. As I say on the homepage here: Do I know what’s going to happen with generative AI? Nope. And neither does anyone else.  But I DO know this industry, and I thrive on chaos, so let’s explore together. Here is where this exploration has taken me - and what is absolutely the answer (for me, ymmv):

Human-led AI (again) 

Part of our responsibility here is being open about how and where we are using AI tools as a part of our toolbox, and and in the process helping people understand there is no magic create button. Because, truthfully the human is in charge of a system where they use one or more AI tools to generate anything from concept to final products.

Talking about Human-led AI vs just AI means that we’re not implying that we are simply passive passengers on this ride. We are using our creativity to ask for things someone else might not think of. We are using our creativity to bend the results to our purpose. We are creating powerful work with the help of our powerful new tools.

We know that and all AI generated content has been checked and likely revised or reworked by a human (or humans). It’s simple fact, and helps pull the curtain aside to demystify the process making sure that people know that we are not just inputting fancy prompts to get that perfect hero image and tagline. (I hate the magic prompt engineer BS, but that is another topic).

Also, while generative AI is going to break down the barriers of who can do what to create excellent work, I also firmly believe that someone with a design background is going to be able to use generative design tools more effectively (and intuitively) than someone without. I feel like a person with a copy background will be able to sort through the trash better when it comes to generative text output, and find unique ways to put things together that the robot never saw. 

Speaking truth to…well, everyone

Anyone who has worked in this industry for any amount of time sees something like “AI logo creation tool” and rolls their eyes. And after playing with some of these tools, let me assure you that eye-roll is right-on. But our clients are also seeing these ads, and that is another issue that we’re all going to face sooner or later. While our clients may want to keep moving towards leaner, more agile ways of working and co-creating, I feel that we have a  responsibility to be open about where generative AI can help, and where it really can’t. Being transparent about working with AI in a human-led system can also help our clients understand that there still isn’t a magic create button.

Explaining that you still need an expert behind the wheel to make work that does what they want it to do - stand out, differentiate, be memorable and create human connections - isn’t something that you can outsource to a machine. Showing them the kind of quality they will get with generative AI tools can also help them see the value that an expert brings to the partnership. 

The more we take a deep breath and dive into these digital waters, the more we will see that having generative AI as part of our arsenal is fun, can be inspirational, and will 100% save time and effort in places. But it’s only ever going to be as good as the human in the lead. The output you get can be a great starting point for a creative, but it’s not press the button and out pops a (good) product. 

We should also be aware that these borders will continue to shift and what isn’t possible for a machine to do today might be more of a reality this time next year. Keep in mind, also, that as new talent joins your agency, they likely have been working a lot more with these tools then the senior level people. And oh, the things we’ll be able to create! It could be amazing. 

Or, you know, the AI could become more powerful than us and decide to use us as batteries. Again, expert on creative work, not expert on robots.  

*This is my truth, not a universal truth or anything. I’d love to hear your take: send me a mail and let me know