Martín Seijas, Managing Director of Dentsu Creative Argentina and Chile discusses the findings from the CMO Report where 83% of CMOs worldwide agree that AI will allow teams to focus on more creative tasks, while 86% agreed that it will improve efficiency.
Much is being said about the power of Generative Artificial Intelligence and its impact on the world of creativity. Something that many in our industry desire, but are equally afraid of, and perhaps most importantly, is understanding the (infinite) possibilities it offers in terms of optimization and its limitations.
On the other hand, no matter how much we humanize technology and the desire with which we work to imitate human behavior, we have not yet reached the point where they can match the added value that people can generate.
The objective is to be able to appropriate a tool, because ultimately that is what it is, a tool that awakens excitement for the future of creativity and allows us to increase the speed and efficiency to generate proposals and content of greater value in a world in constant change and evolution, with increasingly diverse challenges.
If we pay attention to our CMO Report, 83% of CMOs worldwide agree that AI will allow teams to focus on more creative tasks, while 86% agreed that it will improve efficiency, both visions meeting in the opportunity to add value by streamlining processes.
There is another group, 57% of CMOs, who think that Generative AI could replace them, taking away their jobs. However, despite the insecurity about the future of work that many show, I believe that human intelligence and sensitivity in content generation and brand communications are irreplaceable. The human essence is what connects us with each other and there is a point at which AI does not permeate, is not part of what happens in real life between people.
As technological advances accelerate, we need greater human capabilities: empathy, craftsmanship and imagination. Emotions that are felt in the bones and emotions that change human behavior and results.
At Dentsu Creative we use AI to our advantage, we adopt it as an ally in our processes to provide more value to our clients through differential, unique and human work. Moving people is not an easy task and I believe that AI finds its limitations in this fundamental objective for brands and agencies. Stories are told by people, in community, and in an environment where human sensitivity determines the way things impact us and that is where AI has a hard time reaching.
Generative AI has certainly unlocked new opportunities for efficiency, but perhaps most exciting is the opportunity for truly dynamic, personalized experiences that respond to new data and context quickly by allowing people to add value.