AI’s not replacing creatives: It’s making them unstoppable | Advertising

Artificial intelligence (AI) is rapidly emerging as a must have technology for businesses across sectors. A Global Artificial Intelligence Study by PwC estimates that it will contribute about $15.7 trillion to the global economy by 2030.

According to another Gartner report, more than 80% of creative professionals worldwide will make use of AI tools everyday by 2026. This indicates a steep increase within three years from under 10% in 2023. As generative AI tools like OpenAI Sora, Firefly by Adobe, RunwayML, etc, become easily accessible, the significance of AI in creative domains is bound to grow.

As trends indicate, the future of creativity is looking pretty wild, and AI is here to shake things up in the next 12 months.

We are no longer talking about AI as some far-off tech trend; it is already revolutionising how we think, create, and connect with our audiences. In fact, AI is becoming a major player in every stage of the creative process. So, what can we expect in the year ahead? 

Rise of single-person armies

Picture this: you are a one-person creative powerhouse, executing high-quality ideas without needing a massive team behind you. That’s the power AI brings.

AI will empower solo creatives to do more with less. This will transform them into one-person armies who can think faster, create quicker, and innovate like never before.

Whether it is generating content, tweaking designs, or analysing data, AI will become their trusted sidekick. The folks who figure out how to best use AI to their advantage will be the ones leading the creative game.

Growing importance of brand custodians

Here is the thing—AI can be super powerful, but it doesn’t always understand the heart and soul of a brand. This is where the role of the brand custodian comes in.

As AI takes over creative tasks, the brand custodians will be the ones ensuring that all AI-generated content stays aligned with the brand’s identity and values.

They will need to keep a vigilant eye on the big picture, making sure that creativity doesn’t veer too far off course and that every piece of content, no matter how innovative, speaks in a brand’s true voice. In a world where AI is the creative engine, the brand custodian will be the gatekeeper of authenticity.

Emergence of brands born from AI

Imagine a world where brands are born out of AI-generated ideas, from their identity to their voice to the way they communicate on social media. Sounds like something out of a sci-fi movie, right?

But it’s not. This is actually happening. Over the next year, we will see the rise of brands that are crafted with AI’s help—brands that are powered by data and driven by algorithms.

The big question, though, is, will these AI-born brands stand the test of time?

Sure, they will be innovative and efficient, but can they create true emotional connections with their audience? Will they be able to differentiate themselves in a world where everything feels machine-made? These are the brands to watch closely. The future of branding may be code-powered!

AI in B2B marketing to be a game changer

Everyone has been talking about AI in B2C, but what about B2B?

Here is the twist: AI in B2B marketing could be a total game-changer. Think about it—AI could make B2B marketing just as creative and personalised as B2C.

By analysing industry-specific data and consumer behaviour, AI can help businesses craft hyper-targeted campaigns that speak directly to their audiences. It’s like giving a business the creative toolkit it never had, transforming what is usually a boring, data-heavy space into a playground for creativity.

The possibilities for B2B marketing with AI are endless, and we are just scratching the surface.

AI will make people more creative

Now, let me make one thing clear—AI is not here to replace creativity. Far from it. In fact, I truly believe that AI will make people more creative. You can debate me on this, but I stand by it.

AI can spark new ideas and provide research that we might not have come across on our own. It can help us progress an idea by offering fresh perspectives, patterns, and insights that we would otherwise miss.

Think of AI as a supercharged brainstorming partner—one that gives you a head-start and accelerates your creative process. It won’t replace the spark of human creativity, but it will fuel it. And that’s the magic. AI will allow us to focus on the fun, messy, and unpredictable parts of creativity, while it handles the heavy lifting.

— Gaurav Arora, co-founder, Social Panga.

Originally Appeared Here