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Will AI eradicate the need for human creatives?

The fear is real for creatives as advances in AI take centre stage. No doubt you will have seen the plethora of information discussing the rise of Chatbot GPT and its ability to produce written and visual content as well as full code, which isn’t half bad, at speed. But with these advances, what does this mean for the creatives and marketers of today and tomorrow? Should we all be looking at other industries to work in, or worse, preparing for a Terminator-style existence?

No, not yet anyway.

Having seen different programmes such as Eb Synth and Chat GPT in action, they are fantastic for drawing on information from the depths of the digital world and coming up with beautiful imagery and well-written content. But using systems comprised of lines of code rather than worldly experience does have its restrictions.


As expected, these systems are very logical: AI relies on pre-existing data, which means that whatever the output is, however well crafted, they are unlikely to produce something genuinely original. They require something to work from, which opens a completely different can of worms when it comes to plagiarism.

They also lack empathy and substance, which is more obvious when using a writing assistant. Only a human that’s experienced the warmth of the sunlight after disembarking from a plane and the inevitable elation that comes with it can bring that level of depth to the creative process. The outputs require a human touch to add this unique perspective and bring beauty to a piece, whether this is creative writing, web design, or a piece of art. As said by Vincent Van Gough, “paintings have a life of their own that derives from the painter’s soul.”

Plus, an obvious restriction to the process of using these types of systems is that the final output is only as good as the prompt you put in. If your query or prompt is confused, diluted, or simply not that great, you may end up with something less than perfect. This may require more time and thought to correct than if you had created it yourself.

The future has not been written.

This doesn’t mean that as creatives and marketers, we shouldn’t be aware of the benefits that AI brings to the creative process, however. Such as being able to create personalised content based on user preferences, search for code fixes, or generate more diverse content at speed. These are elements that will evolve and should be explored more widely.

That, along with using AI to help with time efficiencies and relieve some of the heavy lifting to free up more time for creative thinking, may become the norm as time goes on.
But for now, as humans crave deeper and more meaningful connections to brands and marketing, there is still no substitute for the human psyche, and it is not one that will be replaced anytime soon.



In the words of Chat.openai…

“As a language model AI, I don’t have personal opinions, but I can provide information.

No, AI writing will not eradicate the need for human creatives. While AI writing has advanced significantly and is able to produce written content with a high degree of accuracy and speed, it still lacks the creativity, nuance, and emotional intelligence that is inherent in human writing.

Human creatives bring a unique perspective, voice, and emotional connection to their work that AI writing simply cannot replicate. In addition, human creativity can take inspiration from the world around them, incorporating real-life experiences and cultural references into their work, which AI writing cannot do.
In conclusion, AI writing can augment and assist human creatives, but it cannot replace the unique qualities that only human creatives bring to the table.”

But I suppose they would say that, wouldn’t they…