Much has been said about the potential perils of artificial intelligence (AI) technology, especially within the creative industry. The fear of a future where AI dominates artistic output while humans are relegated to menial tasks has haunted our imaginations. However, for those who have rolled up their sleeves and delved into the practical applications of AI, a different story emerges – one of collaboration, efficiency, and enhanced creativity.
AI and efficiency: A new perspective
In advertising, the term ‘efficiency’ often carries a negative connotation, suggesting a compromise in creative quality. However, AI is challenging this perception by offering a new form of efficiency that speeds up processes while preserving high-quality results. At Five by Five, we’ve been at the forefront of leveraging AI to streamline our production processes, particularly in digital banners.
AI, represented here by our trusty ally Chat GPT, is not a magic button but a tool. To harness its power, it takes human expertise and vision to ask the right questions and guide the technology toward the desired solution. The result? We’ve managed to emulate high-quality moving graphics and imagery within a mere 150kb banner, a previously thought impossible feat. In essence, AI is helping us achieve visual excellence and reduced file sizes simultaneously – a digital magic trick that benefits creators and audiences.
Giving ‘efficiency’ a rebrand
In the advertising industry, efficiency has long been synonymous with compromise. However, AI is redefining this concept, offering a more authentic form of efficiency that focuses on achieving high-quality outcomes in record time. Our commitment to efficiency has always centered on minimizing labor-intensive processes and channeling human effort into creative endeavors. AI is helping us take this a step further by fine-tuning our processes, allowing us to create innovative content within the same formats.
The beauty of AI lies in its ability to assist with coding, eliminating the need for significant compromises. This translates into a higher level of consistency in a brand’s visual identity across various platforms and the confidence that every ad produced will be presented as intended. AI is breathing new life into the concept of efficiency, making it synonymous with excellence rather than compromise.
Making space to be human
Let’s be clear: AI is a tool, not a replacement for human creativity and expertise. No ‘AI’ button instantly generates perfect solutions. It requires human guidance and oversight to achieve the desired results. Nevertheless, AI is a game-changer, making complex tasks significantly more efficient and, in some cases, possible.
Often, we fixate on the grandiose possibilities of AI – envisioning a world where robots replace human creativity entirely. However, the true power of AI is often found in the details, in the small but meaningful enhancements it brings to our work. While we may not witness robots taking over creative director roles, AI’s impact on the backend processes supporting organic creativity is substantial.
The AI revolution isn’t about replacing human creativity but amplifying it. AI doesn’t threaten to take our jobs; it empowers us to do them better. The evidence is mounting that AI is a valuable partner in our creative endeavors, enhancing efficiency and enabling us to focus on what truly matters – the art of creativity.
In a world where AI is often seen as a threat to creativity and job security, reality is quite different. AI is not here to replace us but to assist us in reaching new heights of creativity and efficiency. As we continue to collaborate with AI in digital performance creative, we’re finding that it’s a catalyst for positive change, enhancing the quality of our work and streamlining our processes. Only time will reveal the full extent of AI’s impact, but for now, it’s clear that the AI revolution is more about collaboration than competition, amplifying human creativity rather than supplanting it.
