By Onward Search
Is your job at risk? If you’re a creative, copywriter, or designer learning about recent artificial intelligence (AI) advancements, this question must have crossed your mind. Of course, AI experts say not to worry.
Yet, AI is already revolutionizing the creative industry and the world of work. We polled over 500 professionals, and 91% identified AI as the most talked about innovation of 2023. The emerging tech is currently being used to help write everything from blog posts to song lyrics, design photo-realistic imagery, and even develop strategies.
However, creatives remain divided on the impact of AI. In a subsequent poll, we asked 800+ professionals if the rise in AI would result in a decline in creativity. 51% responded that AI amplifies creativity while 41% believe AI limits creativity. Respondents on both sides seemed certain of their stance. Yet, the debate rages on.
The Creative’s Case For AI
We posed the same question to ChatGPT, one of the world’s largest and most powerful AI Ianguage models to date. The model’s answer was as informative as it was insightful. ChatGPT explained that AI can “enhance creativity by providing tools and inspiration to artists, writers, and designers.”
At its current state, generative AI can be used for:
- Ideation: Generating novel ideas and suggestions, acting as collaborators and expanding the creative possibilities
- Research: Analyzing vast amounts of data and providing insights that can spark new artistic directions or inform the design process
- Automation: Completing repetitive tasks, freeing up creative individuals to focus on more innovative aspects of their work
However, critics are concerned that AI could stifle human creativity. Recognizing both sides of the debate, ChatGPT impressively acknowledged the view that “reliance on AI-generated content may lead to a homogenization of creative output, with works lacking originality and diversity.”
In the model’s own words, people’s fear is that “if AI becomes too dominant in creative fields, it could discourage human exploration, risk-taking, and the development of unique artistic voices.”
Interestingly, some leading marketing executives believe the opposite to be true. They say that increased AI use will only increase the potential value placed in human-generated creativity. In this opinion, over-reliance on AI could turn authenticity into a more desirable commodity.
Other advocates point out that AI is predicted to create over 12 million more jobs than it takes. The rise in AI has already led to a need for new skill sets and emerging roles, such as AI data analysts, AI strategists, and AI prompt engineers. The technological disruption has also opened new opportunities for talent in long-time creative positions.
The Creative Limitations of AI
Skilled creative directors, content strategists and design leaders are not only uniquely equipped to craft effective AI prompts; they also intuitively know how to turn AI-generated outputs into creative works that impact people in ways that AI cannot yet compute.
ChatGPT itself explained that AI currently “lacks genuine human-like creativity and the ability to truly understand and appreciate the nuances of human emotions, experiences, and cultural contexts.”
The model continued, “While AI can mimic certain creative styles or generate content based on patterns in existing data, it does not possess the depth of human imagination, intuition, and contextual understanding that contribute to truly groundbreaking and emotionally resonant creative works.”
Every model is different, but many have similar limitations. ChatGPT’s limitations are listed prominently on the OpenAI website. These include:
- Occasional generation of incorrect information
- Occasional production of harmful instructions or biased content
- Limited knowledge of world and events after 2021
While present-day AI tools can be helpful for quickly designing art concepts and mockups, many models cannot yet consistently produce camera-quality images, understand complex descriptions, or create realistic 3D structures without any distortion.
Across AI models and categories, the current disclaimers are note-worthy. Yet, the technology is rapidly advancing, and AI’s proven potential is undeniably remarkable.
So, will AI amplify creativity or impede it?
The answer may depend on how you’re using it. If you’re not leveraging AI at all, you could be missing an opportunity to improve efficiency. If you’re not combining AI capabilities with human expertise, you’re not using AI properly. The purpose of AI today isn’t to replace creatives; it was built to support them.
From Grammarly to Canva, many professionals already use tools that have built-in AI features without even realizing it. As with any technology, misuse can lead to mistakes. However, most would agree that the value of a tool shouldn’t be measured by its users’ capacity for error.
When creatives, marketers and designers leverage AI for ideation, research and automation, they can save time, energy and money. In the right hands, AI technologies can enable marketers to improve go-to market operations, more deeply understand customers, and more effectively connect with audiences. So, rather than ask what AI will take from you or do for you; consider what you can do through AI.
About Onward Search:
Onward Search recruits remarkable talent, advises the nation’s leading brands, and executes strategic initiatives. The company’s specialized workforce solutions empower creative excellence, brand engagement, and digital innovation.
Founded in 2007, Onward Search is headquartered in Norwalk, CT, and services clients in all 50 US states. In 2023, the company was recognized as a Best of Staffing winner for its exceptional service to clients and talent.
Vice President, New York City