Artificial Intelligence for Creatives: Turning a Threat into a Resource

Artificial Intelligence has taken on a leading role in 2023, establishing itself as one of those technologies capable of marking a turning point in modern history. From everyday life to business, the applications of AI are infinite, redefining new standards in terms of efficiency and creativity, even within the marketing realm.

But will software, no matter how intelligent, replace human creativity? On the other hand, how can we improve our workflow thanks to Artificial Intelligence?

At the origins of AI:

It all started with Chat GPT, a software developed by OpenAI that revealed to the world the infinite possibilities of AI, paving the way for the rest of the market. AI has rapidly emerged as a technology capable of reshaping our lives, simplifying once-complex processes.

Will AI take over our jobs?

An increasingly widespread use of AI has given rise to the fear of Creative Obsolescence, a term used to define the fear of being replaced by machines. That dystopic scenario has been portrayed for years in films and bestsellers and is now clinging to the subconscious of many.

Leaving fiction aside, what Artificial Intelligence offers is mere assistance to human intelligence, representing a virtual assistant that helps leverage our resources, all to the benefit of results.

How Artificial Intelligence revolutionizes marketing:

Adaptation is crucial to seize the opportunities offered by AI development. Human-AI collaboration offers unlimited potential, inspiring new ideas, automating tedious tasks, and freeing up time for creativity. It represents an opportunity to expand the boundaries of inventiveness, defining the future of marketing.

AI mainly affects these three areas:

  • Data Analysis
    Artificial Intelligence proves a valuable tool in the hands of data analysts. Thanks to predictive algorithms, AI can examine large amounts of data in real-time, revealing hidden trends and correlations. That makes it possible to anticipate consumer behavior, create more precise target categories, and offer more effective solutions.
  • Graphics
    In the field of graphics, most leading software has now integrated Artificial Intelligence. It once took minutes and much patience to isolate a subject within a photo; now, a few seconds and clicks are enough. However, Artificial Intelligence's main potential is towards the creation. It is sufficient to 'tell' programs like Dall-e or Midjourney what you want to see to bring an image or logo to life.
    Then, one might ask why we still need designers. Good design shouldn't just be aesthetically pleasing but requires a harmonious dialogue between form and function. While AI can inspire, the presence of an experienced designer is essential to create truly effective communication.
  • Copywriting:
    In pursuit of broad consumption, the online universe has embraced an increasingly immediate language, giving a fundamental role to SEO (search engine optimization). In this regard, Artificial Intelligence offers a significant resource in the hands of copywriters, capable of generating texts optimized for search engines.
    However, as with graphics, these texts often struggle to engage the readers or keep them glued to the screen, as good copy should. Therefore, AI is an additional tool for creativity but cannot do without human contribution, which is fundamental in capturing the target audience's attention.

Tools to harness Artificial Intelligence? Here are a few examples:

1. Google Analytics: AI-boosted web data analysis - Google Analytics is a widely used tool for analyzing web traffic, and its recent integration with AI offers advanced functionalities. Google Analytics machine learning algorithm can identify complex patterns in browsing data, providing detailed insights into user behavior. This advanced analysis allows us to adapt real-time strategies, optimizing the user experience and maximizing conversion rates.

2. Adobe Sensei: AI for Design - Adobe Sensei is an artificial intelligence engine integrated into Adobe products like Photoshop and Illustrator. The tool relies on AI to simplify complex operations, improve image manipulation, and automatically suggest design enhancements. For example, Sensei can assist in image retouching and object isolation, as well as offer creative suggestions, making the inventive process smoother and more efficient.

3. Persado: AI-driven Copywriting - Persado is a copywriting platform that uses AI to optimize language used in communications. By analyzing vast datasets of effective copy, Persado identifies patterns and provides suggestions to enhance text persuasion. This AI-based approach enables copywriters to refine their message, improving engagement and conversion. Persado demonstrates how AI can be an ally in the creative process of copywriting, providing unique insights to enhance the impact of advertising text.

If you've made it this far, you won't be surprised to discover that a paragraph of this article was translated by Chat GPT. Can you spot which one?

We made it simple

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