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Does it seem like everywhere you turn there’s news about artificial intelligence (AI) taking over another aspect of daily life? From turning on your lights to finding you the perfect end table, AI can cut down on the endless drudgery of our modern existence. But what about when it comes to the creative stuff we do as marketers?
AI has come a long way in replicating certain creative tasks like generating text, images, and even music. While AI promises enhanced efficiency, it lacks the unique human touch essential to many creative endeavors.
What Makes Human Creativity Superior to AI?
Human creativity springs from our life experiences, personalities, emotions and the ability to make unexpected connections. When a writer conjures up a metaphor that tugs at your heartstrings or an artist depicts a scene that vividly conveys an emotion, that's human creative genius at play.
AI systems today, while increasingly sophisticated, lack lived experiences that allow humans to infuse art with empathy, meaning and wisdom. Their outputs, while often technically sound, tend to be generic and sterile. There's also a real risk of producing inaccurate or contextually inappropriate content, jeopardizing brand consistency and potentially damaging reputation.
AI's Benefits for Marketing
Artificial Intelligence can still provide critical marketing help in other ways:
Personalization - AI algorithms can crunch customer data to serve hyper-targeted content catered to each customer.
Market Research - AI conducts sentiment analysis on mountains of social data to uncover the latest consumer trends.
Ad Testing - AI rapidly tests multiple ad variants to determine optimal messaging and images.
Lead Scoring - AI analyzes behavior data to identify and qualify high-value prospects.
Navigating the Murky Waters of Copyright
Do you own what you create or don’t you? As AI tools become increasingly adept at generating content, questions arise regarding the ownership and originality of the output. Here are two potential scenarios:
1. The computer-generated work cannot be copyrighted and therefore enters the public domain immediately after creation.
2. The computer-generated content is considered a derivative work stemming from the training AI was exposed to. In this case, copyright would fall to whoever owns the AI tool or whoever owns the dataset the AI was trained on.
If you want to use the content in your own marketing materials, you might not actually have the right to do so. There are no clear answers yet to these issues.
As AI becomes an increasingly integral part of many organizations’ marketing efforts, all industries must navigate the delicate balance between leveraging AI's benefits and preserving the unique human touch. AI shines in data driven areas, but the onus remains on marketing professionals to ensure that the content is legal to use and that the essence of human creativity and interpretation is not lost. AI can take on our menial tasks, but it can never take our originality!
