Creativity
AI can enable, but it can’t come up with the initial thought: that’s where you need the element of human creativity and playfulness. AI isn’t going to come up with an idea over a couple of glasses of wine - “it would be fun to do this thing!”
Now that AI can help us with the production element, it allows us to be more playful and more creative, because we’re less protective of the solution, and less protective of our time. If you can play a little bit, and just do something because it’s cool, that’s golden.
Planning and understanding
As AI usage grows, our ability to understand and communicate what needs to happen is going to be more important. In the past, execution was more weighted to where the project budgets would lie; now, understanding the issue before we even get into production is even more important. Because we’re leveraging technologies to produce faster, really understanding the solution we're trying to fix cannot be undervalued.
Seeing the intangible benefits
There’s going to be a huge gravitation towards AI and efficiency, but you can’t remove human emotion from the equation: we see things very differently from what’s been trained to a model.
For example, on one recent project, running an idea through an AI model would have come back with a “no - there’s no tangible value in that.” But for us, there was value, because it put a smile on our client’s face - and that was enough.
Creating content that engages
As a society, we’re losing our patience with AI. When AI tools first started to appear, there was an AI-produced yeti that people gravitated towards; like the iBeer app, it was fun at that particular time.
In the past, we would’ve sat and gladly watched AI-created content, because it was kind of funny and interesting, whereas now we swipe past it. Our ability to spot it, and our diet for that kind of content, is going by the wayside. We’ve got AI fatigue.
Youtube is starting to ban low-effort AI content, and is knocking down those low-value channels - because the engagement rate’s not there, because it’s lacking the humans.
AI can get you 80% of the way to great, but you can’t go from good to great without the human.
