Content Creators Need to Rebrand AI for Their Field
Sitting under a pavilion at a playground, with the solar eclipse fully underway overhead, I sat with another parent and - as it often does with me - conversation quickly led to Artificial Intelligence (AI). My fellow techy worked as a coder with a background in applied mathematics. We came from opposite sides of the fence of software development, technology, and the introduction of AI into our workspace.
He excitedly explained how he is now using AI to support coding development.
And then he stated that AI can easily replace the work of writers and graphic designers.
So, where is the truth? Can AI serve as a help for one side of this tech coin and a hindrance for another?
In other words, is AI really an existential threat to content creators? Or can writers and designers learn to use AI to their benefit?
4 Ways for Content Creators to Rebrand AI as an Advantageous Tool (because that’s what it is)
AI does not formulate initial strategy.
Creator’s Tip: Organizations are going to need skilled AI workers, especially in the creative space, to operate the platform. Someone has to come up with the project for which AI will be used to execute. Are you creating a whitepaper? Working on a new social media campaign? What’s the angle, the purpose, the creative direction, and the desired outcome? AI will be able to help fill out each of these areas, but AI cannot conceive the overarching strategy.
AI does not operate unprompted.
Creator’s Tip: Learn how to prompt AI. Not all prompts are created equally. As with any new tool, the more training you undergo, the more skilled you will be at using the tool to your advantage. We all know Photoshop feels like Latin if you don’t know how to operate the platform. Just because ChatGPT will respond to basic prompts does not mean basic prompts are good or reliable.
AI is a terrible writer.
Creator’s Tip: Every time I asked AI to create content about the use of customer data, it started each entry - over the course of months - with “In today’s digital world.” Every. Single. Time. And the content within always started at the very fluffy, “high level” end of the spectrum. Use AI as a brainstorming tool and then edit, edit, edit. Learn how to expand upon your prompts to control the depth and specificity of its output to best meet your creative needs.
AI hallucinates and makes mistakes.
Creator’s Tip: Do not trust everything AI produces. At the end of the day, you’re signing off on the content and if it’s wrong, no one will blame AI. They will blame you. Treat AI like a more powerful Google search and don’t believe everything you read on the internet.
In essence, content creators should view AI as a powerful ally rather than a threat. When used correctly, AI tools like ChatGPT can significantly enhance the creative process. It's not a standalone solution that will wipe out your line of work, but a tool to augment and expedite various tasks.
Writers, for example, can leverage AI for idea generation, research assistance, and even initial content drafts. Graphic designers can and should feel empowered to use tools like Dalle to help flesh out design concepts they’re considering, which will significantly cut down on the time it takes to choose the best design path forward. In fact, tools like ChatGPT and Dalle will help content creators “try on” numerous approaches which would have previously been time prohibitive. And the human touch, creativity, and emotional depth that creators bring to the table are irreplaceable.
The key is to understand AI's strengths and limitations, and to skillfully integrate it into your creative process. Instead of fearing AI, don’t be shy about embracing it as a means to improve efficiency and expand your capabilities. AI is a tool, and like any tool, its true value lies in the hands of those who master it.
Make AI your… best friend.
Technology applications expand every year at an exponential rate. It’s time to start embracing these applications for the opportunities they provide. It is also simultaneously true that policies and legal parameters must be put in place to protect the rights of artists and creators. But the two are not mutually exclusive and burying your head in the sand or rejecting AI outrightly will not stop this tide from coming to shore. Learn to use AI to your advantage, bringing forth innovative and unique content that resonates with your audiences.
Rebrand AI from a threat to a creative collaborator, ushering in a new era of creative possibilities.
AI will not disintermediate great content development unless we allow it.
