Artificial Intelligence
Out of context: Reply #488
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- mg332
I'm watching a lot of the content focused AI developments pretty closely. I'm equally fascinated and frightened. I work in content marketing / advertising and lead our XD team. Naturally I see things that tout the ability to "create months of blog posts in minutes" as a threat, but then I step back and realize they're probably not threats to the work we do for the clients we work for.
Secondly, my main goal these days is getting us moving AWAY from words and paragraph-based content. The performance of visually-driven content over mostly text-based content has been a huge piece of how I've been helping move our creative teams to better and more impactful content creation - animations, infographics, better type and info hierarchy, short videos, etc.
So, I can get worried and then I can step back and realize it's probably not the threat I think it is for the work we do. Clients that pay $$$ for massive content programs, data-backed content, etc. aren't going to abandon an agency for a technology still in its infancy and lacking human-focused understanding of the what / why / how / of content development to meet their needs.
I could go on and on... but anyone else thinking about these things? is content AI threatening to you or the company you work for?
- I see opportunities where it can be useful, and we're going to explore these with a client as a trial, and no I don't feel threatened, for the same reasons.********
- Yes, I think if content is mass produced I am interested into use AI to generate relationships like mindmaps linking concepts...Salarrue
- Depends on Budget and quality expectation... from what I have seen on text to image front while at first glance astounding when one sits with the resultsjonny_quest_lives
- and looking into the details it's often a jumbled mess of visual gibberish... nonsensical astronaut suits, humans with 80 teeth then i sit and think ofjonny_quest_lives
- past client feedback throughout my career on projects and it seems as if AI introduces more logic errors to resolve once you get past the initial visual.jonny_quest_lives
- if tastes at the consumer level shift and people get used to it then all bets are off.jonny_quest_lives
- but as long as someone is paid to critique or provide feedback on an Agency/designer's presentation/pitch there will always be revisions/ noodles/new creativejonny_quest_lives
- with ai I think humanity in general will move away from the source of knowledge, if we accept 80% as a fine result why take the fight – in most casesArchitectofFate
- does it really matter what exact date something happened, will decade be close enough? amazing imagery turns into mood enhancers, andArchitectofFate
- artist with a voice and vision still wins over just-apply-style. They can still coexist, we will just value them differently.ArchitectofFate
- "if all you know is a program, you'll be replaced by one"ArchitectofFate
- lexical knowledge you mean.********
- Rule 2: Recognize that there are no shortcuts. It's hard work to do great advertising.jonny_quest_lives
- Rule 16: Have no expectations. You have the privilege of working on an account for as long as the client allows you to. -Jay Chiatjonny_quest_lives
- For advertising in particular, I think ai is going to eat your lunch. Previously, there was a cost to reworking and testing alternative approaches.monNom
- With ai you can iterate, test, and optimize with virtually zero cost. The loop is tighter, cheap at scale, and ‘good enough’ when you factor for cost.monNom
- cheap and ‘good enough’ always winsmonNom
- "With ai you can iterate, test, and optimize with virtually zero cost." mhmm yep zero cost... in the boiler room of daily agency life that line raisesjonny_quest_lives
- red flags. Clients have a funny way of oh I dunno how to put this politely umm "clienting"jonny_quest_lives
- "Cheap at scale" = HUGE RED FLAGjonny_quest_lives
- every step of the client interaction feedback loop at an agency usually results in revisions to work... then when you wrap those revisions... legal notes comejonny_quest_lives
- or... "marketing feels we need to pivot and need a fresher take" or the client inhouse wants WIP to make tweaksjonny_quest_lives
- AI from outward appearances looks ill suited for chaos. will it fit into some workflows more seemlessly than others?probably but the nitpicky-ness of clientsjonny_quest_lives
- will always require a human to resolve. Example of a typical client note "nose looks weird please fix"jonny_quest_lives
- then factor in no consolidated feedback on a project... multiple waves of notes from 3 different client teams in 2 timezones various stages of deadlines acrossjonny_quest_lives
- deliverables... nothing i have seen AI do resolves any of those issues which causes 90% of the headaches i deal with or the fires that need to be put out dailyjonny_quest_lives
- print vendor won't guarantee pricing because client refuses to lock creative and their media buy deadline is a month out... yadda yadda, rinse repeatjonny_quest_lives
- the visuals/artwork have never been the hard part of advertising... agencies left to their own devices can crank out creative it's what artists do...jonny_quest_lives
- I think all of that goes away. The whole human component. No marketing wank making revisions. No legal. No printer. An people will just learn to live with it.monNom
- Sort of like how nobody really trusts amazon listings to be accurate. I think that’s what the future looks like.monNom
- There will be errors, but that’s a cost of doing business. They save on all the client teams they no longer need to talk to the agency they now longer need.monNom
- And ai just blindly stumbles its way to the optimal offer, and the optimal creative, at the optimal time, to the optimal customer. Completely hands off.monNom
- I see opportunities where it can be useful, and we're going to explore these with a client as a trial, and no I don't feel threatened, for the same reasons.