Humans + AI
How do we blend the creative ingenuity of humans and the speed and efficiency of AI? The challenge lies in finding the right balance.
As technology marketers, we’re consistently bombarded with new tools to help us grow and get the job done. In the era of AI, which is driving productivity transformation in the enterprise at a rapid pace, business leaders are already planning on growing with AI.
According to a Harris Poll, 72% of executives think AI will become the most significant business advantage in the future.
Now is the time to determine how and when to integrate AI into our creative work while also acknowledging its current limitations.
At Sappington, we’re embracing AI—and encouraging our clients to, as well—with the understanding that AI is a tool to help humans realize ideas, not a replacement for our creative endeavors.
Things to consider when using AI in your creative endeavors
Authenticity
Humans still have the advantage when it comes to emotions and sounding genuine.
Ethics
AI-produced content and design can contain IP belonging to others, including content under copyright.
Style and brand
AI is generalized and not trained to follow specific brand and style guidelines.
Security
Many AI tools are not guaranteed to be secure and shouldn’t be used for the confidential information that’s often needed to inform marketing materials.
Attributions
AI can’t always be fully relied upon to cite sources accurately.
Consistency
Relying on AI for either imagery or video can yield inconsistent results.
Customer readiness
The sophisticated natural language processing models AI uses produce outputs that are intelligently written, grammatically correct, and can sound convincing. But the quality isn’t “real” and isn't ready for customers.
Here are some of the ways we're using AI in our efforts, and where the human mind will deliver better creative outcomes.
CONTENT & DESIGN
Artificial intelligence
General technology and business research
Content summarization
Outline creation and real-time
information indexingFinding or generating quotes
Data points and statistics
Persona exploration
Help starting email communications
Jumpstarting general design ideas
Mood boards and high-level design direction
Imagery generative fill, image manipulation
Simple iconography and logos
Human creativity
Generating and realizing original ideas and topics
Creating new design methods and styles
Connecting the dots and matching patterns in context with deep understanding
Authentic creative writing, copywriting, and design
Writing and design that adhere to a specific style and brand guide
High-quality, targeted, sticky taglines and headlines
Bespoke editorial
Image curation
Complex, custom creative systems to represent breakthrough ideas
