How Generative AI is Revolutionizing Marketing Creativity
The world of marketing and creativity has been a hotbed of discussion about the implications of artificial intelligence. The controversy over AI has largely settled into two divergent perspectives. One view, primarily held by humanists, decries the existential dangers of AI, as underscored by an open letter signed by hundreds of tech experts calling for a pause on generative AI. The other perspective, favored by technologists, celebrates the limitless potential of AI, as evidenced by Microsoft’s massive $14 billion investment in OpenAI. As author Neil Postman once wrote, “Every technology is both a burden and a blessing; not either or, but this and that.”
The advent of generative AI marks both a beginning and an end for marketing creativity as we know it. Large language models such as Bard, ChatGPT, DALL·E, Midjourney, or Stable Diffusion bring immense computing power, speed, and scale to the creative and ideation process. They enhance human intuition with machine intelligence, amplify creators’ work, and add scale and speed to creative quality. A prime example of this synergy between human creativity and AI is the Kraft Heinz campaign that used DALL·E to create representations of ketchup, an idea initially conceived by human creators but given new form, significance, and scale through the power of image generation1.
However, the integration of AI into the creative process is not without its challenges. It compels us to rethink the nonlinear creative process to meet brands’ increasing needs for efficient, fit-for-format content and advertising. This forces a reevaluation and reinvention of creativity, with challenges such as inaccuracy, bias, ethical, and legal liability for both brands and agencies. This process of creative destruction and rebirth gives rise to what has been termed “intelligent creativity,” defined as a process of creative problem-solving in which teams of creators and strategists conceive, design, produce, and activate business solutions with the assistance of AI, intelligent automation, and data. This approach makes marketing smarter, speeds up the creative process, and frees human imagination to focus on creativity, enhanced by the speed, scale, and precision that AI and intelligent automation provide.
The introduction of generative AI is a unique technological moment that calls for a shift from skill replacement to skill enhancement. A change management process is needed to ensure appropriate use within enterprises and society at large. The CMOs who get this right will deepen their company’s AI maturity, tap into employee exuberance, and enhance their creative process with intelligent creativity1.
In the face of the seismic shifts brought about by AI, the marketing landscape is being forever transformed. As we continue to navigate the blessings and burdens of this technology, it’s clear that AI is not just a tool for efficiency but a catalyst for creativity.
