Volume 15 No. 2: The creative disruptor you can’t ignore

The last few months, following AI news has been quite the rollercoaster ride.  

ChatGPT was banned, then unbanned in Italy. OpenAI launched ChatGPT 4 with browsing and new data controls. The ChatGPT iOS app was introduced. OpenAI's CEO appeared before a Senate committee to discuss AI oversight. And Nvidia, the technology company that designs chips to power generative AI tools, became a $1 trillion business

AI is a rapidly evolving landscape with major implications for all fields. But especially for creative work. 


How will AI change creative work?   

Each week, we break down another marketing concept so you can skip the hype and get directly to what works. 

The Harvard Business Review recently published an article highlighting how generative AI tools like ChatGPT and Midjourney could dramatically disrupt creative work. With the ability to learn from massive datasets and user feedback to create work across text, image, and video formats, AI is being hailed as the future of content.  

For creative professionals who have dedicated their careers to writing, design, coding, and other knowledge-intensive skills, this both poses challenges and presents opportunities. And the reaction among creatives understandably has reflected this, ranging from skepticism to worry to excitement. 

So how should a creative professional think about AI? 

  1. Turn disruption into innovation. Technology has a history of changing the way we approach creative work. And embracing creative disruptions often leads to major innovations. Thirty years ago, when Jurassic Park was being created, the original plan was to use stop motion animation to bring the movie’s dinosaurs to life. Instead, computer artists were able to build the dinosaurs out of CGI, adding to the film’s ground-breaking reputation. 
  2. Stay curious and experiment. Knowing how to use AI is a skill all on its own. To build this skill, experiment with AI tools and find "quick wins” where AI can enhance your creative process, especially in areas you find tedious or unexciting. One idea is to use generative AI to seamlessly remove backgrounds in Photoshop. Learning how to use AI in small ways now will set you up for bigger wins in the future.
  3. Adopt an abundance mindset. View AI as an opportunity for promotion rather than a threat. With access to the collective creativity of the universe, creatives can evolve and excel in roles that blend disciplines. AI also gives incredible cost disruption and speed to previously challenging processes. Text-to-voice technology already allows for instant creation of voiceovers using AI, while text-to-video capabilities show promise for the future. Making use of these tools could actually move you ahead in your career.
  4. Recognize AI’s not replacing human creativity. There’s a lot of potential for AI, but it’s also becoming clear that there’s a difference between anyone turning out cool imagery with an AI tool like Midjourney and a creative professional strategically guiding AI to produce a desired result. As AI takes over some of the execution of creative work, lean into your strategic expertise to provide value technology simply can’t.
  5. Remember these are the early days of AI.  AI technology improves constantly—keep an eye on announcements about new tools and capabilities. Additionally, legal regulations are working hard to catch up with tech advancements. Pay attention to legal developments to learn approved best practices and uses. 

Key Takeaway: The impact of AI on creative work is undeniable. While there may be uncertainty ahead, there’s also reason for excitement about the possibilities AI unlocks. By embracing AI and leveraging its tools, creatives can streamline their workflows, enhance creativity, and produce even more impactful work. 


Get your toughest marketing questions answered.  

Introducing The Marketing Architects, a research-first podcast that helps marketers build revenue, not condos.  

Join a team of experienced marketers as they discuss marketing accountability, category leadership, brand-building and much more. 

Listen now.