5 SUMMARISING THOUGHTS
CONTRIBUTORS:
GEOFF CHANG
Senior Creative Copywriter
NATASHA BARNDEN
Senior Creative
The best thing is you don’t have to be Steve Jobs.
The cornerstone of OpenAI’s mission is democratise
these creative skills. Where Photoshop was a
barrier to entry for the world of design and visual
concepting, Midjourney is making it accessible.
Equally, ChatGPT is unlocking the world of content
creation for many. Yet no matter how many
self-confessed AI whisperers you spot on LinkedIn,
remember, AI is only as good as the human
directing it.
Overall, used in the right way and at the right time it will
speed up content production. This could improve the
service we can offer clients ¬– in theory. Might we dare
to achieve the impossible, and hit the bullseye of the
project management Venn diagram?
IT WILL SAVE YOU TIME
AI is only as good as the data it’s built on. This means, it very
much thinks inside a tightly framed box. Answers to queries
on ChatGPT tend to err on the generic side. Left untouched,
and it’s likely to sound a touch… robotic. Hollow. Clunky. You’re
hardly going to get a disruptive ‘Lemon’ headline anytime soon.
Equally, AI visualisation is great at applying different overarching
aesthetics to a visual idea. However, it will struggle to get
something super precise and detailed.
PEOPLE CAN SMELL THE BOTS 2
It will mean creative specialists can become jack-of-all-
trade generalists. Yet there could be a role in the future
for those who master how to manipulate AI down to
narrow, specific results. Someone who knows how to
iterate. Fast. How does AI Whisperer sound?
YOU DON’T HAVE TO BE AN EXPERT
Harness it in the right way, and AI can be your companion
for unlocking further creativity, arriving at your end solution
in faster and fewer steps. It opens up multiple avenues of
thinking at the early stage of a project, allowing you to consider
a wider set of possibilities. It’s therefore great at tickling your
imagination and inspiring ideas quicker. View this innovation as
a tool. And tools this powerful are nothing without control.
IT’S A CATALYST FOR CREATIVITY, NOT A SUBSTITUTE
The more your fine tune and the more you teach it, the
better the results. Don’t become reliant on it. Check your
QC. Fact check. Because there will be mistakes. You will
invariably need to add some human magic. You can’t
polish a turd. But you should ALWAYS polish AI outputs.
Maybe it should be known as artificially intelligent.
AI – ALWAYS INCORRECT?
AI-generated content
is only as good as the
human directing it.
Would you like to chat about how AI might aid or hinder your
objectives? Get in touch via hello@eightandfour.com so we can
help you navigate this rapidly changing context.