1. AI as a Collaborator: AI can be seen not just as a tool, but as a collaborator that can help push creative boundaries and inspire new ideas.

AIPT thinks – we’re already using AI to write articles, come up with original ideas for Blog post images, and help us with our brand. Sometimes AI comes up with things our team would never have thought of. What’s perhaps more interesting in the realm of AI as collaborator is that AI like ChatGPT can take on different functions and in the end work like a whole editorial team with different specialisms. However, it’s often necessary to have some kind of strategy in place of what you want to achieve, also to know how to prompt the AI you’re using to create that originality… and that can take some learning and experimenting. 

2. Emotional AI: AI is improving in understanding and responding to human emotions. This can be used in design and marketing to create emotionally engaging content and experiences.

AIPT thinks – we haven’t experimented with this much yet, all we have as evidence of this is ChatGPT which is already talking back at us like a human rather than as a google search. So far, when writing blog posts and finding content about AI, we still need the human touch after using it in order to tailor content, make it more in-depth and relevant to creatives. Once we have started with our newsletter campaign we can revisit this and see exactly how engaging content and experiences like that, created by AI are, to be continued…

3. Bias in AI: AI is only as good as the data it’s trained on. If the data is biased, the output can also be biased. Understanding this can help creatives use AI tools more effectively and ethically.

AIPT thinks — yes, it sometimes gets things wrong, it is biased on the data it was trained upon, and it’s important to take any AI used to gain answers or imagery it comes up with ‘with a pinch of salt’. To investigate it, research any answers thoroughly, and still use other news sources to confirm, or not, things that are quoted or found.

4. Decoding Creativity: By analyzing patterns in successful creative works, AI can provide insights into what makes content engaging and impactful.

AIPT thinks — Not sure how to test this statement or agree / disagree with it. We need to use a tool and test it out, maybe the hoppy copy thing will do that.

5. AI for Trend Forecasting: AI can analyze large amounts of data to identify emerging trends, which can be useful for creatives in staying ahead of the curve.

AIPT thinks – Yes we can see that AI could be used to research older ads or creative, for example, and see if the idea really is original and creative, or if it has actually been done before.

6. Reimagining Reality: With technologies like deepfakes, AI can blur the line between reality and fiction, opening up new possibilities for storytelling and content creation.

AIPT thinks — Firstly a definition of deepfakes: Deepfakes are synthetic media in which a person’s likeness, such as their face or voice, is replaced with someone else’s likeness using artificial intelligence. This technology leverages machine learning and neural networks to create highly realistic, yet fabricated, images and video.

And then, yes, deepfakes have been proven to create totally original content, imagery, and video that’s hyper realistic and as good as if you shot an image yourself, in some cases. We have used Midjourney in order to create imagery for our blog posts, for example.

7. AI and Accessibility: AI can help make content more accessible. For example, it can be used to generate alt text for images or transcribe audio content, making it accessible for people with visual or hearing impairments.

AIPT thinks — we have used tools like YouTube Digest to transcribe interesting videos. Other AI tools can also be used to summarise digital books, entire websites, and even as a chatbot to chat with videos, and gain answers about the content. You can look into our DB to find those tools.

8. Data Privacy and Ethics: As AI becomes more integrated into creative work, understanding data privacy and ethical use of AI is crucial. For instance, using AI to analyze user behavior and personalize content can raise privacy concerns.

AIPT thinks — yes there are a lot of press articles around ethical use of AI, and even the first cases of ChatGPT being sued over misinformation/defamation this June 2023. Some countries (like Italy) have indeed banned ChatGPT over privacy concerns, and there are many calls for regulations to be put into place and an overseeing body that could mean it is more accountable than at the moment.

9. AI and Aesthetics: AI can learn aesthetic preferences from data and apply these to generate designs or suggest improvements. However, it’s important to remember that aesthetics are subjective and culturally influenced, which can be a limitation for AI.

AIPT thinks – we’re not sure what this point is about, and why it’s important, but OK.

10. Serendipity and AI: While AI is great at optimization and efficiency, it’s less good at encouraging serendipity—the accidental discovery of ideas—which is often a crucial part of the creative process. Balancing the use of AI with spaces for serendipity can be beneficial.

AIPT thinks – this is the argument over how creative can AI really be, since it always draws from examples it finds and then only changes them a certain percentage. Enough to be considered ‘original’. You can read our article on creatives becoming conductors of creativity for some more thoughts on this one… With an original creative driving the content, and knowing how to prompt it, it becomes easier to create that really original concept that still answers a brief.