In the past year, we have seen the release of various "creative" AI platforms such as DALL-E and ChatGPT. Although some brands have embraced the platforms and have even released campaigns heavily based on the outputs of AI, others are concerned about how this may affect the role of creatives in the advertising space. I believe that it is important for creatives and agencies as a whole to embrace these platforms and utilize them as tools to better sell their services. When my team is working on a pitch with very abstract creative, we may pull from these platforms to help illustrate the ideas to clients.
Ultimately, these platforms are not able to do the “actual” work. They may be able to produce a reference image but a client may want to make adjustments/improvements. This will require creatives directors, copywriters, and artists. In order for projects to be completed in a timely and efficient manner, producers and account managers are needed. Although these tools will continue to get better and may start to mimic the duties of one’s job, it is a human that then needs to make the decision on what to do with the output of these platforms.
Source:
https://adage.com/article/marketing-news-strategy/watch-mint-mobiles-ad-created-chatgpt/2462502
https://adage.com/creativity/work/hardees-campaign-proves-ai-has-its-limitations/2462851
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