If you ever tuned in to AMC's hit show Mad Men, you may think that ad agencies are filled with executives in suits who spend their days pitching to big companies with big bucks and their nights wooing (hopefully) new clients in expensive restaurants, tossing back a martini – or five.
We're sorry to say it's not that glamorous. But one thing that Mad Men got spot on was the scenes that showed the creative process. Specifically, the ones featuring writers and designers brainstorming ideas, working all hours of the day and night—and loving it.
Creativity has always been the driving force behind advertising, whether we're talking about a Madison Avenue advertising company or a digital marketing agency with staff who work from anywhere on the planet.
It's creativity that allows us to connect with audiences, convey messages, and ultimately drive engagement. But now, as we see more AI-driven tools entering the scene, some may worry that these machines might overshadow human creativity.
How AI is currently used in advertising
If someone offered you an assistant who would work for free, was available 24/7, and never asked for a day off, would you hire them? Why wouldn't you? In marketing, AI operates much like a human assistant. It can help by taking care of certain tasks efficiently so humans can focus more on the creative process.
Below are some of the tasks AI might perform in advertising and marketing:
Data analysis - We already rely on tools like Google Analytics for data. AI can quickly process vast amounts of data to identify trends and consumer preferences, helping agencies craft more targeted campaigns.
Predictive analytics - By analyzing past campaigns, AI can predict which strategies might work best in future efforts. Again, humans already do this, but with the help of AI, we can do it more efficiently.
Content ideation and editing - We promise a human wrote this article. However, AI is an excellent tool for finding content ideas and editing work (we highly recommend Grammarly).
The human touch: what AI can't replace
Not too long ago, a Friedrich Advertising employee was sitting at a gate at an airport, waiting to board a flight, when they overheard a woman nearby ask ChatGPT if they should break up with their boyfriend. Suffice it to say, ChatGPT probably wasn't much help.
AI does not understand the human experience that drives authentic creativity. Simply put, it cannot think critically.
Here's where humans will always have the advantage over AI in marketing.
Emotional depth - AI can analyze data, but it doesn't feel. Successful campaigns often rely on emotional resonance, which requires a deep understanding of human psychology. That's why focus groups are vital to marketers and why we ask people to give us feedback on creative work, like a new website or ad campaign.
Cultural context - User experience plays a big role in digital marketing, and great UX involves understanding cultural nuances and societal trends. Sure, AI may assist in recognizing patterns, but it often misses the subtleties that human creatives understand.
Collaboration - Jeff Bezos said that some of the best ideas happen in the conference room, after the meeting when everyone is talking casually. Bezos said this when making his case for Amazon employees to return to the office, but he could have been talking about humans versus AI.
The best ideas often come from intuition and the ability to think outside the box. AI can generate variations on themes, but true innovation usually arises from human insight and dynamic interaction.
Working together: The future of AI in advertising
The more we use AI, the more humans will need to navigate it and correct any mistakes it makes (and yes, it does make mistakes). Paul Ehrlich was on to something when he said these now-famous words: "To err is human, but to really foul things up, you need a computer."
Maybe the question we need to ask is how AI can transform the creative process. With new AI platforms launched daily, it's clear it's here to stay. The most successful digital marketing and advertising agencies are learning to balance with the creativity that only humans possess.
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