The adage “Genius is one percent inspiration and ninety-nine percent perspiration” remains as relevant today as ever. However, the nature of this “perspiration” has evolved. 

Today, a great creative idea also demands…

brilliantly crafted execution…

well-planned production…

nuanced localization…

and a touch of AI-enhanced generation.

This blend of human creativity and artificial intelligence opens a new chapter in the pursuit of exceptional content, where the breath of AI’s capabilities harmoniously meets the depth of human insight.

Within the creative community, there are mixed feelings about artificial intelligence, specifically Generative AI.

Some believe AI can enhance the average creative’s ability to create emotionally resonant work by drawing from a vast database of cultural and formal references. They argue that AI-driven content often has wide appeal because it is based on extensive data, including popular trends and successful design elements. This can result in creations that resonate with a large audience, aligning with familiar and well-received concepts.

Quote from: https://www.archdaily.com/1012281/how-ai-will-make-everyone-a-better-designer-for-better-or-worse

Some think AI often provides “cliché” solutions, implying that the same extensive database enabling AI to create broadly appealing content can also lead to predictable and formulaic outputs. Since AI relies on patterns learned from existing data, it may often reproduce common or “safe” solutions, lacking the edginess or innovation that comes from human intuition and risk-taking.

Quote from: https://creative.salon/articles/features/cso-fight-ai-edition-bbh-will-gregor

These diverse viewpoints highlight two distinct perspectives, each with its own merits and concerns.

AI as a Catalyst for Enhanced Creativity

Expansive Reference Database. AI’s ability to draw from an extensive array of cultural and formal references can significantly augment a creative’s capacity to generate ideas that are culturally resonant and emotionally compelling, especially valuable in a global context.

Efficiency and Innovation in Design. As some suggests, AI can mimic human design patterns, producing work that consistently appeals to a broad audience. This aspect of AI can be seen as a tool for enhancing the creative process, allowing designers and creatives to explore new combinations and iterations swiftly.

Tool for Ideation and Exploration. AI’s role in the creative process can be likened to a “motorbike for the mind”. It streamlines certain aspects of creative work, such as the generation of ideas and the exploration of diverse creative paths, thus potentially expanding the range of concepts a creative can explore.

AI as a Proponent of Clichéd Solutions

Challenge of Originality. A core concern is AI’s current inability to innovate in the same way humans do. Its reliance on existing data may lead to outputs that are more derivative than ground-breaking, raising questions about the originality and uniqueness of AI-generated content.

Cliché and Commonality. The vast database AI draws upon can result in ‘cliché’ or overly common solutions. This is because AI tends to propose solutions that are statistically more likely, based on its training data, which may not always align with the need for fresh and unique creative expressions.

Uniformity in Creative Outputs. With widespread access to AI tools, there’s a risk of homogenization in creative outputs. As AI systems are often trained on similar datasets, the range of outputs may converge, leading to a lack of diversity in creative ideas. This necessitates a re-engagement with human ingenuity and a search for uncharted creative territories.

What’s “Lovable” Could Also Be “Universal”

So far, I am more inclined towards appreciating the capability of AI in generating “lovable” content. 

It’s true that with many creatives using similar AI tools, there’s a risk of a uniform style emerging in the industry. This could lead to a saturation of similar ideas, making it harder for brands and creatives to stand out. AI, as a tool, also lacks the capabilities to understand the subtleties and deeper cultural nuances that seasoned creatives instinctively integrate into their work. This can result in content that, while technically competent, lacks the depth and richness that come from human experience and insight.

But perhaps the “objectivity” of the output will allow for even better human input on the final work. Personally, as my work often deals with identifying the “universal truth” of a brand, given the global scope of the data AI can access, its outputs can incorporate diverse cultural elements, making the content more inclusive and resonant across different demographics. This is particularly valuable while creating a global platform for further local adaptation.

Balancing the Perspectives

In balancing these viewpoints, it’s crucial to recognize that AI, in its current state, is a tool that complements rather than replaces human creativity. 

The key lies in understanding AI as a tool that requires human guidance and input to create truly impactful work. While AI can efficiently generate content that is statistically likely to be popular, it requires the creative’s expertise to add the unique edge and depth that prevent the work from being merely cliché or populist. This involves:

Selective Integration: Using AI for initial ideation or routine tasks, while reserving the final creative decision-making for humans who can inject originality and cultural sensitivity.

Pushing Boundaries: Creatives should be encouraged to use AI outputs as a starting point, not the end goal. Pushing beyond the AI-generated ideas to explore more avant-garde or niche concepts can ensure that the work retains an edge.

Customized AI Training: Tailoring AI’s training data to include more unconventional, niche, or culturally specific content can help in generating more diverse and less clichéd outputs.

So, nothing is absolute, as they say. AI in creative work is best utilized as a collaborative tool that augments human creativity, rather than a standalone solution. It’s the synergy between AI’s efficiency and human creativity’s depth and edginess that will lead to truly resonant and innovative creative work.