Getting ahead of AI
It’s hard to ignore the tidal wave of news about the advancements of artificial intelligence and its positive and negative implications on not just the marketing and creative industries but many others too. I am only one person and certainly no expert in AI. But as a brand strategist, designer and business owner I do know how to adapt. Hopefully, I can share some insights and guidance on how to confront a new era of technology.
So what can you do about it? What can you do to get ahead of it? Here are some straight-to-the-point answers that, hopefully, give you clarity on how to react to this global shift.
→ If you haven’t already, stop being in denial.
“We don’t know what the future will hold and that’s okay. Let’s get in there early and learn what we can, so we’re not left behind along the way.”
First things first, let’s accept that this is scary. The negative aspects of AI seem to clearly outweigh the positive but only because we’re seeing labour-intensive tasks and crafts take the hit first. Writing, digital art, music production, animation, and graphic design (to name but a few). These are tasks that can be learnt by a machine (or a human) because there is more than enough data to pull from.
On the other hand, there has been huge progress in scientific industries and robotics. A small start on the road to healthy AI adoption. What if AI could help identify cures for illnesses? What if AI could assist elderly generations cope with loneliness? What if AI could save lives? These are all questions that AI has ALREADY answered even in its infancy.
So let’s allow ourselves to have an open mind about it. There will be struggles but there will be huge benefits too. We don’t know what the future will hold and that’s okay. Let’s get in there early and learn what we can, so we’re not left behind along the way.
→ Time for self-reflection.
“When Photoshop launched designers thought their careers were over. But like any tool, not everyone knew how to use it or had the technical understanding to try it.”
AI replacing humans reminds me of Charlie and the Chocolate Factory. Charlie’s dad had two hands and the ability to screw on a lid onto a tube of toothpaste. There was a time when people paid you for that skill.
Then industry evolved. Machines caught up. This remedial task could easily be replaced by a much quicker, much cheaper and much less emotional machine. Once machines covered the basic tasks, they moved on to more complex achievements like 3D printing and intricate craftsmanship.
Fast forward to today, our digital world (which hasn’t been around that long, remember) has evolved too. Combinations of digital tools, images, words and sound waves have reached the billions. All AI has to do is connect the dots.
The important thing to consider is – what is YOUR skill? Take a minute to self-reflect. What is it that you have the most experience in? That people pay you for? Are all your eggs in one basket? And is that basket feeling the strain from AI?
Try to understand your skills as much as you can. If there is a field that feels further out of reach to AI like social interaction, strategic advice or roles in the physical or ‘offline’ world try to shift some attention there now, before the industry you’re in starts to decline. This is far easier said than done, but change doesn’t have to happen overnight. The more important message here is to open up your avenues for the future with transferrable skills as no one truly knows what industries will be affected most.
If you are stuck in one lane staring down the barrel of the big machines, instead think about how you could utilise AI to help you do a better job. Use your years of knowledge and experience to use AI better than anyone else can. For now, AI remains a tool to be harnessed by people. Aim to be the best user of that tool.
When Photoshop launched designers thought their careers were over. But like any tool, not everyone knew how to use it or had the technical understanding to try it. AI is much more accessible which poses alternative issues but it is still a machine, made and used by humans.
For wider spectrums of work outside of the marketing and creative industries, why not use AI to save time? The one finite resource in our lives.
→ Start using it.
Building on my first two points, now it’s time to stop reading this article and go and use AI! How else are you going to understand how it can help you?
Here are 2 platforms to get you started:
Midjourney
Midjourney is for creating digital art and images. Think Succession in the style of Wes Anderson. Or innovative wedding dresses for men. Let your mind run wild or try and create something super specific.
ChatGPT
In my opinion, AI writing has a long way to go. So much content feels robotic and repetitive but I’m sure it won’t take long to self-learn. Give this a go for writing some chunks of a blog article or a job description for a new employee. You’ll be surprised how useful it can be.
There is still a long way to go, but AI is advancing at a rate faster than anything we’ve seen before. My advice is to make sure you’re getting ahead of it and not turning up late to the party to find there are only cocktail sausages and coleslaw sarnies left.
Written by Tom Woollam
Creative Director & Founder
