AI

AI just isn’t what it used to be. (Two weeks ago that is.)

Currently working on a massive AI-launch for one of the biggest brands in the world (under NDA) I’m 12-hours-a-day immersed in where everything in tech (or rather the whole world) is heading. A moment in time that will change our lives just like the internet and social media did. The speed of AI product development is truly mind bending. The iterative nature of it perhaps even more so. During the past few months I’ve developed a strong POV on where we should point this thing (and perhaps more importantly, where we shouldn’t) and in what context it will become invaluable to us humans. Assisting, problem solving, saving time, and helping to spark or test new ideas. It’s not all good. But it can be. If we do this right.

No. This wasn’t written by ChatGPT.

Having previously worked on a strategic alliance with OpenAI at Deloitte, I’ve also got immense experience in Creative Prompting and utilizing AI to the fullest extent in the creative process. Leading the AI implementation process on the branding side for the Deloitte Studio - I’ve contributed with the firm’s POV on how to use external AI platforms as well as customizing the AI build for branding needs specifically.

“AI is just a prosthetic of our imagination.”

I love this quote by bionic pop artist and model Viktoria Modesta. Modesta's leg was injured during her birth. She had it voluntarily amputated in 2007. Ever since, Modesta’s been an advocate for changing public views on the use of augmented body parts, and her creative approach to augmented reality and artificial intelligence is both controversial and refreshing. We provide the imagination. AI is simply a superior tool to help craft what’s inside our human brains.

99 suggestions but this is the one.

Creative Prompting is very different from working with highly skilled creative teams. Where it wins is prolificness in short time. What it lacks is focus, zeitgeist and fingerspitzengefühl. In a way, the Creative Director role has never been more important. Creative Prompting can make any CD feel like a magician. But at the same time - the intuitive flair or instinct created by cultural relevance, trends, memes, human memories, sayings, and common sense is not something any one CD can add to the creative process alone. And where AI doesn’t compute. It hasn’t seen that ad from 1992. It can’t smell. It doesn’t get goosebumps. It’s still very hard for a machine to warm the cockles of a human heart. This is good to know.

Creative AI (stop describing the water).

We’re all drowning in AI wonder right now, and just like with the social media boom - 99% of the advice we get on LinkedIn today is rudimentary at best. As in best practices, guides, updates and random displays of image gen capabilities. The thing is… it’s not the new toy that makes it great - it’s the ideas on how to implement it. Where, when, and how does it make sense to the brand? To the product, the process, and the team. Instagram was never the idea. It was the vehicle. The new set of tools. To reach people in a different way. AI is different, yes. But the goal isn’t.

I’m very happy to talk about AI implementation in the creative process and how to use this tool to the fullest.

Let’s chat. Human to human.