Artificial or Intelligent? The impact of generative AI on creative content
On February 16, 2023, MIMA hosted a panel discussion focused on artificial intelligence and its impact on creativity. It only made sense to ask AI to summarize the discussion.
First, an audio transcript of the discussion (minus panelist names) was generated via Descript’s natural language processing algorithm. The full transcript exceeded ChatGPT’s limits for character input. So we divided it into four sections, one for each of the panelist’s main contributions, and asked ChatGPT to summarize each section in three paragraphs. (See results for each below.)
Then we gave ChatGPT this prompt: “Please read these four summaries of a panel discussion focused on artificial intelligence and its impact on creativity, then synthesize a headline and takeaways for each.” ChatGPT responded:
1. AI is a Game-Changer for Creative Content Creation in Marketing and Advertising
- AI generative technology provides the ability to create diverse and engaging content in a variety of mediums, making it easier and faster for people to create immersive experiences and environments that were previously difficult and time-consuming.
- AI-generated non-player characters add value to educational and marketing experiences, making them more engaging and interactive, with vast potential for immersive experiences.
2. Generative Creativity Tools Offer Benefits and Limitations in Marketing and Advertising
- AI tools can help understand cultures and experiences creatives may have no experience with, provide a jumping-off point for creatives to work with, and lead to unexpected and useful results.
- While AI tools can speed up the creative process, they are still experimental and can lead to bizarre results.
3. Responsible Use of AI in Content Creation is Crucial in Marketing and Advertising
- The use of AI tools to improve existing content is useful, but it’s crucial to have a system and filter in place to ensure responsible use, including input and feedback from both the client and content director human, plagiarism checking, and SEO optimization.
- While AI can be incredibly helpful, it’s not a replacement for human creativity and expertise, and content directors and journalists are still essential to vet the content generated by AI tools and take it to the next level.
4. Legal and Ethical Implications of AI in Content Creation in Marketing and Advertising
- There is uncertainty about future generations’ ability to develop initial ideas or concepts if they only rely on AI tools to refine the output.
- The legal landscape surrounding AI-generated content is uncertain, and users of AI tools should ensure they do their due diligence in terms of clearance, checking, and adjusting the output.
- The output of AI tools can have biases, and creators should take responsibility for the output and register their copyright to protect their rights.
Here are ChatGPT’s four summaries of our panelist’s main contributions used to generate the copy above. The prompt for each summary was: “Read the following transcript of a discussion on artificial intelligence and its impact on creativity in marketing and advertising. Then summarize three main points of the conversation with one paragraph per point.”
BRIAN SKALAK — REM5 Studios
- The first main point made is that AI generative technology is potent and transformative, making it a good thing for creative people, marketers, and brands. The ability to create content faster and in a variety of mediums, from text and images to eventually video and 3D objects, will allow for the creation of more diverse and engaging content. This will be especially helpful for those who are not tech-savvy and lack the necessary skills to create content themselves.
- The second point is that the accessibility of these tools will make it easier for people to create content that they have been dreaming about. Using AI to reskin spaces and create 3D objects in real time will enable the creation of immersive experiences and environments that were previously difficult, time-consuming, and expensive to create. The technology will also allow for real-time updates, making it easier to test and learn, and improving the user experience.
- The third point made is that AI is already being used to create non-player characters that can interact with human users in real time. The ability to have a conversation with an AI-generated character adds value to educational and marketing experiences, making them more engaging and interactive. The use of AI in this way is seen as a glimpse of the future of education and marketing, with vast potential for engaging and immersive experiences.
AMANDA CLARK — Carmichael Lynch
The conversation revolves around the impact of generative creativity on marketing and advertising. Three main points emerged from the discussion.
- First, generative creativity is still in its experimental phase, and most creatives are trying to figure out how to work with it.
- Second, AI tools can help understand and work with cultures and experiences that creatives have no experience with.
- Third, the use of generative creativity tools can speed up the creative process by providing a jumping-off point for creatives to work with, especially in situations where a great brief is not available. The conversation also noted that the use of AI tools can lead to unexpected and sometimes bizarre results, but they are nonetheless interesting and useful in creative work.
TONY ENGLUND — MSPC
- The first main point is that while there is some skepticism around AI-generated content, AI tools can be used to improve existing content and help employees be more effective. However, it’s essential to have a system and filter in place to ensure responsible use. The speaker describes a five-step process they use to refine the quality of the content, including input and feedback from both the client and content director human, plagiarism checking, and SEO optimization.
- The second main point is that AI can be used as a superpower to generate ideas quickly and efficiently. It can be used to summarize long-form content and optimize website meta titles and descriptions. The speaker gives an example of how they use AI to improve small and medium-sized businesses’ existing content, making it more affordable and accessible for them.
- The third main point is that while AI can be incredibly helpful, it’s not a replacement for human creativity and expertise. Content directors and journalists are still essential to vet the content generated by AI tools and take it to the next level. The speaker concludes that AI can be a game-changer for small and medium-sized businesses, but it’s crucial to use it responsibly and in conjunction with human creativity and expertise.
STEVE HELLAND — Fredrikson & Byron
The conversation discusses the impact of artificial intelligence (AI) on creativity in marketing and advertising, with a focus on the legal and ethical implications. Three main points emerge from the discussion.
- Firstly, the speakers question whether future generations, who have grown up with AI tools, will be able to develop the initial idea or concept, rather than just edit or refine the output.
- Secondly, the legal landscape surrounding AI-generated content is currently uncertain, and caution is advised. Copyright, defamation, and trademark infringement are all possible risks, and users of AI tools should ensure they do their due diligence in terms of clearance, checking, and adjusting the output.
- Finally, the conversation highlights the importance of taking responsibility for the output of AI tools, as they are not without their biases, and recommends that creators register their copyright to protect their rights.
Here are resources the event participants referenced. Stock up and fuel your curiosity!
Midjourney | Dalle-2 • | ChatGPT | Bing Search waitlist | Google AI waitlist
Check out Simulacra You can create and learn in REM5 Studio’s AI gallery/community space right in your browser
My class required AI. Here’s what I’ve learned so far.
Wharton Prof Ethan Mollick has been studying and using ChatGPT and other Generative tools in his MBA and entrepreneurial studies courses
ChatGPT is everywhere. Here’s where it came from
MIT Tech Review offers a deep dive into the long history of AI and generative tech
Midjourney – How to Use It
Here’s a 5 minute YouTube tutorial that explains the basics
ChatGPT Is a Blurry JPEG of the Web
Ted Chiang wrote a worthy critique of the current AI-generative landscape for The New Yorker
A B2B Marketing Deep Dive on AI Foundations, the Future, and More
Marketing Profs has a podcast (and transcript) evaluating various ways to integrate AI-generative tech into B2B marketing
The Next Step in Sneaker Design: Navigating the AI Revolution
Sole writes about generative tech and its impact on product design
The Online Search Wars Got Scary. Fast.
The Daily podcast, from The New York Times – February 17, 2023
Rise of the Machine: AI and the Future of Art
Aron Brand, CTO at CTERA Networks, with some observations
Ryan Reynolds used ChatGPT to make a Mint Mobile ad, and the results were ‘mildly terrifying’
Via Fast Company
Is Popular A.I. Photo App Lensa Stealing From Artists?
Via the Smithsonian Magazine
(8 pages) from your federal government
Complaint filed by Getty Images on Feb 3, 2023, against Stability AI
A lawsuit! Read up to understand Getty’s position alleging infringement of its owned images
(From 2018) This Hallmark Christmas movie script written by a bot is the Christmas movie we all need
What Is ChatGPT Doing … and Why Does It Work?
Stephen Wolfram dives super deep into the algorithm and code behind ChatGPT
How Brands and Agencies Are Experimenting With ChatGPT From Copywriting to Chatbots
Via Adweek (subscription required)
Four questions platforms should answer before launching AI features
Via Casey Newton’s Platformer
Of course, someone spun up an entire ad agency where every role is powered by ChatGPT
AI for Customer Support: More Meaningful Interactions, Less Costly Resolutions
More from Marketing Profs
Humanity in the Age of AI: how to thrive in a Post-Human World
Via Alexandra Mateus Senior UX & Strategic designer at Ericsson