Products such as DermiCool, Tata Gluco + and Keya Foods released fully AI-generated campaigns. AI has not remained just a toy, it has become a tool of the trade.
AI today is like the Swiss Army knife of creative departments which is being deployed across ideation, scripting, trend mapping, asset resizing and personalization. These tasks took a great deal of time but could now be accomplished in minutes. It leaves more time for strategic thinking.
Though AI could be used for storyboarding, versioning, visual development and optimization loops, the creative idea and strategy still begin and end with a human. AI does not replace the human element and at best is an intern on steroids — though fast and still needing human direction and sharp instincts. There is human edge in instinct and insight that AI definitely lacks. Emotional intelligence is inherently human.
Creatives must be able to brief a machine without losing the soul of the message. It is not necessary to outwrite AI. Of course, we can outthink AI.
AI has yet not been able to crack the formula that creates memorable advertising.
The line between human and machine-made is fading. Most resonant campaigns have a human touch and algorithm should work hand in hand, and not at cross-purposes.
Leave a Reply