AI: a complement to human creativity
Artificial intelligence has been part of the human consciousness for decades, and the development of GPT-3 and other advanced large language models has taken the creative world by storm recently. But creative technology doesn’t have to spell the end for creative people. As Riedwan Habibur Rahman of the Business Standard said recently, “The impact of AI on human creativity will depend on what we choose to do with it, rather than what it does by itself.”
Ultimately, the best utility of AI is as a creative technology that aids human creativity, not as a mind that replaces it. Think of image editing tools like Photoshop in the same way: the best use cases for AI are the ones that supplement human creativity instead of replacing it.
Early applications of AI indicate friend over foe. Writers and designers have used AI to help get around creative block. AI can also create outlines and wire frames that enable their users to focus on more complex tasks. In turn, this can increase their efficiency and the overall quality of their work. Treating AI as a collaborator and not a sole creator opens up endless avenues for creatives.
Savvy creative agencies are combining AI with human work to create superior content. But the technology’s utility goes far beyond simple automation of tasks or even content creation. Agencies like ActiveFence and SmartClick utilize AI to flag and remove problematic content for human review while also filtering AI-generated misinformation. The World Economic Forum estimates that in 2025, humans will create about 463 exabytes of data daily. This means that tasks like moderation and content evaluation have to scale up as well.
Designers and writers alike have begun using AI to analyze their work, improving elements like color balance and story pacing. In addition, artificial intelligence can help companies’ leadership broaden their communications strategies, bringing new perspectives to the boardroom.
The common thread joining each of these utilities is that they heavily involve the human element. The people who benefit the most from these algorithms are the ones who understand their limitations and look beyond them to the endless possibilities.
AI is here, and by the looks of it, here to stay. What happens next is entirely up to the people who use it. Ultimately, any type of tool—whether it’s a hammer or a deadly weapon—is beholden to the intentions and the biases of the people who use it. Collaboration is the key here. While AI is not an artist in any traditional sense, the most successful creative agencies in the near future are the ones who can creatively incorporate artificial intelligence into their workflows, rather than completely replacing human effort or steadfastly refusing to use it.
