{"id":57733,"date":"2023-04-14T11:55:18","date_gmt":"2023-04-14T18:55:18","guid":{"rendered":"https:\/\/www.creativecircle.com\/?p=57733"},"modified":"2023-04-14T11:55:18","modified_gmt":"2023-04-14T18:55:18","slug":"ai-and-advertising-how-should-agencies-balance-smart-tech-and-human-talent","status":"publish","type":"post","link":"https:\/\/www.creativecircle.com\/blog\/ai-and-advertising-how-should-agencies-balance-smart-tech-and-human-talent\/","title":{"rendered":"AI and Advertising: How Should Agencies Balance Smart Tech and Human Talent?"},"content":{"rendered":"<p>The buzz around ChatGPT (Generative Pre-trained Transformer) took flight on February 7, 2023, when OpenAI \u2014 an artificial intelligence research and deployment company \u2014 asked a limited number of people to test it. The initial reviews were rave, and by the end of March millions of people worldwide were using ChatGPT to create content. A student in the UK <a href=\"https:\/\/futurism.com\/the-byte\/student-used-chatgpt-revoke-parking-ticket\">asked ChatGPT to write a letter<\/a> to the city council protesting a parking ticket, and her fine was revoked. And this is just the beginning.<\/p>\n<p>For the uninitiated, if there are any of you left out there, ChatGPT is one of the most popular and widely used large language models (LLMs) in circulation. ChatGPT can follow complex instructions given in spoken language and solve challenging problems accurately \u2014 imagine if Alexa or Siri could contribute to a creative process. Its capabilities are as astonishing as they are simple:<\/p>\n<ul>\n<li>generate, edit, and revise in collaboration with users on creative\/technical writing tasks, including songwriting and screenwriting<\/li>\n<li>learn an individual user\u2019s writing style<\/li>\n<li>accept images for inputs and generate captions, classifications, and analyses<\/li>\n<li>handle more than 25K words and support longform content creation, extended conversations, and document search\/analysis.<\/li>\n<\/ul>\n<p>Google, Facebook, Microsoft, and other tech companies have developed similar models. And AI is stretching far beyond just smart chatbots. There are already several iterations of:<\/p>\n<ul>\n<li>text-to-image models that create realistic images from natural language<\/li>\n<li>image captioning models that describe pictures with words<\/li>\n<li>open-source applications that will classify and summarize text<\/li>\n<li>vision libraries that enable computers to detect and track objects.<\/li>\n<\/ul>\n<p>These tools have spurred a tremendous amount of both excitement and distress in the world of work. Will AI take our jobs? Make us more productive? Or a combination of both?<\/p>\n<p>Let\u2019s examine ChatGPT as it\u2019s used in the advertising industry specifically for a closer look.<\/p>\n<h2><strong>The Limitations of AI<\/strong><\/h2>\n<p>From <a href=\"https:\/\/openai.com\/\">OpenAI<\/a>, the developer of ChatGPT: \u201cWhile we have safeguards in place, the system may occasionally generate incorrect or misleading information and produce offensive or biased content. It is not intended to give advice.\u201d OpenAI admits to three core limitations of ChatGPT:<\/p>\n<ul>\n<li>may occasionally generate incorrect information<\/li>\n<li>may occasionally produce harmful instructions or biased content<\/li>\n<li>limited knowledge of world and events after 2021.<\/li>\n<\/ul>\n<p>These limitations bespeak the need for human participation in any and every AI project. <a href=\"https:\/\/adage.com\/article\/opinion\/generative-ai-how-experiment-while-avoiding-bias-plagiarism-and-other-ethical-dangers\/2479186?adobe_mc=MCMID%3D19775726903989004461823826593707163915%7CMCORGID%3D138FFF2554E6E7220A4C98C6%2540AdobeOrg%7CTS%3D1680569654&amp;CSAuthResp=1680569705636%3A0%3A5719505%3A0%3A24%3Asuccess%3AD6BA65FBF6CD7F8D810B0BA43454EC3F\">According to Todd Reinhart and Bill Skrief of AdAge<\/a>, AI should streamline the human creative process, but it shouldn\u2019t produce final deliverables:<\/p>\n<p>\u201cJust because a technology is in use doesn\u2019t mean it\u2019s ready for prime time. AI has been a media darling, but creative leaders need to look beyond the hype to determine if AI is right for their process and internal needs and if it synergizes with the comfort level and requirements of clients and partners.\u201d<\/p>\n<p>Reinhart and Skrief warn of the necessity to properly govern AI. Essentially, users must be fully aware and transparent about what it can and can\u2019t do, as well as what it should and shouldn\u2019t do.<\/p>\n<p>For example, FreedomGPT is an LLM-based chatbot trained to have neither guardrails nor inhibitions. The tool was built by AI venture capital firm Age of AI and dispenses with most forms of censorship: it can explain how to build a bomb, it can use racial epithets and slurs and will, with the right input, happily praise Adolf Hitler. This has some unsettling implications. As recently as April, President Joe Biden told his council of science and technology advisors <a href=\"https:\/\/www.billboard.com\/pro\/joe-biden-ai-technology-risks-society\/\">it remains to be seen if artificial intelligence is dangerous<\/a>, but technology companies must ensure their products are safe.<\/p>\n<p>Right now, ChatGPT is going through growing pains and working through a number of ethical and legal issues. It\u2019s become apparent that human oversight is still required to recognize the technology\u2019s potential for bias and toxicity.<\/p>\n<h2><strong>How AI Can Help Ad Agencies<\/strong><\/h2>\n<p>With only a few key phrases, ChatGPT can quickly generate multiple ad copy options. This can shorten the time usually devoted to brainstorming sessions or first drafts, giving copywriters and editors a head start. How simple is it? Ask ChatGPT, \u201cwrite me ad copy for ______________.\u201d So let it be written, so let it be done.<\/p>\n<p>ChatGPT can also analyze consumer data and identify the most effective ways to reach specific consumer groups. The program can:<\/p>\n<ul>\n<li>help advertisers determine the best social media platforms to use for their ad campaigns<\/li>\n<li>determine the most effective times of day to target a particular market<\/li>\n<li>generate new interests and audience groups.<\/li>\n<\/ul>\n<p>ChatGPT can also conduct market research, another boon to ad agencies. This is immeasurably useful for advertisers looking to target consumer groups and\/or specific demographics and discern their likes, their interests, and their overall buying personas. Some advertising experts even predict ChatGPT will eventually provide wireframes for the development and deployment of individual campaigns.<\/p>\n<h2><strong>How AI Can\u2019t Help Ad Agencies<\/strong><\/h2>\n<p>AI is a good tool for generating new ideas and first drafts, but from there, think of it as a cake pulled from the oven: you still need a p\u00e2tissier to ice and slice it and put it in a display case (which said p\u00e2tissier has set at the perfect temperature and arranged alluringly, etc.). An application like ChatGPT can give you a good starting point, but it takes human creativity, experience, and imagination to create something wholly memorable.<\/p>\n<p>\u201c\u2026at best, ChatGPT is a tool, a powerful one, that can save time and help creative talent focus on bigger thinking, but at worst, it\u2019s a shortcut to mediocrity at scale,\u201d <a href=\"https:\/\/mag.adage.com\/2023\/03\/13\/why-chatgpt-cant-save-marketing-or-marketers\/content.html\">says M.T. Fletcher of AdAge<\/a>. \u201cYou don\u2019t need a gizmo; you need an idea. You need an idea for a story, because stories are what people remember. Make your consumer the protagonist, your brand the catalyst, and tell a tale of transformation, redemption or discovery. From myths to memes, stories are what we share. And campaigns are never-ending stories. Which means creativity and non-linear thinking are still the most powerful tools in your arsenal.\u201d<\/p>\n<h2><strong>Example: AI in Action<\/strong><\/h2>\n<p>As an example of ChatGPT\u2019s capabilities and limitations, we asked it the question in the title of this article: \u201cAI and Advertising: How Should Agencies Balance Smart Tech and Human Talent?\u201d Here\u2019s its verbatim answer:<\/p>\n<blockquote><p><em>&#8220;Artificial intelligence (AI) has transformed the advertising industry, enabling advertisers to target specific audiences, optimize ad campaigns, and measure results with greater accuracy. However, despite the benefits of AI, it is important for advertising agencies to strike a balance between smart tech and human talent.<\/em><\/p>\n<p><em>\u00a0Here are some ways that agencies can balance AI and human talent in advertising:<\/em><\/p>\n<ol>\n<li><em>Identify areas where AI can add value: Agencies should identify areas where AI can add value, such as targeting specific audiences, analyzing data, and optimizing ad campaigns. This will enable agencies to leverage AI to improve their advertising efforts while also allowing human talent to focus on more strategic and creative tasks.<\/em><\/li>\n<li><em>Hire talent with the right skills: Agencies should hire talent with the right skills to work alongside AI technology. This includes individuals who have a deep understanding of AI, data analysis, and technology, as well as those with a strong creative skill set who can think outside the box.<\/em><\/li>\n<li><em>Encourage collaboration: To strike a balance between AI and human talent, agencies should encourage collaboration between the two groups. This will enable team members to share knowledge and expertise, and to leverage each other&#8217;s strengths.<\/em><\/li>\n<li><em>Emphasize the importance of creativity: While AI can help optimize ad campaigns, it cannot replace human creativity. Agencies should emphasize the importance of creativity in advertising and encourage their teams to think creatively and come up with innovative ideas that resonate with audiences.<\/em><\/li>\n<li><em>Use data to inform decisions: AI can help agencies collect and analyze data, but it is important to remember that data is only one piece of the puzzle. Agencies should use data to inform their decisions, but also rely on the insights and expertise of human talent to make informed decisions.<\/em><\/li>\n<\/ol>\n<p><em>In summary, advertising agencies should strike a balance between AI and human talent by identifying areas where AI can add value, hiring talent with the right skills, encouraging collaboration, emphasizing the importance of creativity, and using data to inform decisions. By doing so, agencies can leverage the benefits of AI while also leveraging the unique strengths of human talent.&#8221;<\/em><\/p><\/blockquote>\n<p>As you can see, it\u2019s a great start, but it\u2019s largely just a start. The article is grammatically sharp with solid pacing, syntax, and tone, but the content overall is very general and offers few unique insights that truly educate the reader.<\/p>\n<h2><strong>How the Right People Can Put AI to Work for Your Agency<\/strong><\/h2>\n<p>AI content will often be \u201cpretty good,\u201d and \u201cpretty good\u201d is impressive when produced with such ease and speed. But anyone in advertising, communications or marketing knows that \u201cpretty good\u201d isn\u2019t enough, especially in an increasingly incredible competitive market during economic headwinds.<\/p>\n<p>So will the phrase \u201cflesh-and-blood\u201d become the \u201cbricks-and-mortar\u201d of the \u201820s, a way to describe increasingly irrelevant human capital as AI continues producing more and better content? In short, no, it shouldn\u2019t.<\/p>\n<p>Replacing your copywriters, editors, and proofreaders with large language models, or your animators, graphic designers, and illustrators with text-to-image AI applications, is a recipe for disappointment and failure. If you put together an orchestra without a conductor or set sail without a captain, you\u2019re sure to find yourself face to face with disaster. In other words, you can\u2019t just leave AI to AI.<\/p>\n<p>AI is likely to change how your agency works and how your talent spends their time. It can grant you efficiency and increased speed by enabling you to produce more content in shorter periods of time. But let\u2019s not get ahead of ourselves \u2014 AI is <em>not<\/em> likely to outright replace employees en masse anytime soon. At least, not for smart agencies and forward-thinking talent.<\/p>\n<p>Because AI is so accessible and affordable, it\u2019s helping to establish a baseline of competency that every agency can easily reach. To stay competitive, it\u2019s more important than ever to have the very best creative talent. Brands will need the writers, editors, project managers, analysts, and more who can write careful prompts, fact-check and edit AI output, fine-tune content for specific customers, propose novel approaches to common client challenges, delight audiences with original ideas and, perhaps most importantly, stay keenly aware of AI\u2019s quickly evolving abilities and pitfalls.<\/p>\n<p>Jobseekers who stubbornly stick to old methods may soon find themselves becoming more and more replaceable. But the open-minded creatives who are eager to learn new tools, adapt their processes, and consistently challenge conventional thinking are going to be the most impactful contributors that a company can have. This is the type of talent that successful agencies will be seeking out, developing, learning from, and utilizing in the years ahead, and it\u2019s the type of talent we work with at Creative Circle.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The buzz around ChatGPT (Generative Pre-trained Transformer) took flight on February 7, 2023, when OpenAI \u2014 an artificial intelligence research and deployment company \u2014 asked a limited number of people to test it. The initial reviews were rave, and by the end of March millions of people worldwide were using ChatGPT to create content. A [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":57736,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[75],"tags":[117,133],"class_list":["post-57733","post","type-post","status-publish","format-standard","hentry","category-employer-insights","tag-ai","tag-chatgpt"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.1 (Yoast SEO v25.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AI and Advertising: How Should Agencies Balance Smart Tech and Human Talent? | Creative Circle<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AI and Advertising: How Should Agencies Balance Smart Tech and Human Talent?\" \/>\n<meta property=\"og:description\" content=\"The buzz around ChatGPT (Generative Pre-trained Transformer) took flight on February 7, 2023, when OpenAI \u2014 an artificial intelligence research and deployment company \u2014 asked a limited number of people to test it. The initial reviews were rave, and by the end of March millions of people worldwide were using ChatGPT to create content. A [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.creativecircle.com\/blog\/ai-and-advertising-how-should-agencies-balance-smart-tech-and-human-talent\/\" \/>\n<meta property=\"og:site_name\" content=\"Creative Circle\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CreativeCircleStaffing\" \/>\n<meta property=\"article:published_time\" content=\"2023-04-14T18:55:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.creativecircle.com\/wp-content\/uploads\/2023\/04\/robot-writing-scaled-1.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Kevin Culligan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Creative_Circle\" \/>\n<meta name=\"twitter:site\" content=\"@Creative_Circle\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kevin Culligan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.creativecircle.com\/blog\/ai-and-advertising-how-should-agencies-balance-smart-tech-and-human-talent\/\",\"url\":\"https:\/\/www.creativecircle.com\/blog\/ai-and-advertising-how-should-agencies-balance-smart-tech-and-human-talent\/\",\"name\":\"AI and Advertising: How Should Agencies Balance Smart Tech and Human Talent? | Creative Circle\",\"isPartOf\":{\"@id\":\"https:\/\/www.creativecircle.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.creativecircle.com\/blog\/ai-and-advertising-how-should-agencies-balance-smart-tech-and-human-talent\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.creativecircle.com\/blog\/ai-and-advertising-how-should-agencies-balance-smart-tech-and-human-talent\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.creativecircle.com\/wp-content\/uploads\/2023\/04\/robot-writing-scaled-1.jpeg\",\"datePublished\":\"2023-04-14T18:55:18+00:00\",\"author\":{\"@id\":\"https:\/\/www.creativecircle.com\/#\/schema\/person\/b02cb2e1e3ab1f785194a0265ed51f72\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.creativecircle.com\/blog\/ai-and-advertising-how-should-agencies-balance-smart-tech-and-human-talent\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.creativecircle.com\/blog\/ai-and-advertising-how-should-agencies-balance-smart-tech-and-human-talent\/#primaryimage\",\"url\":\"https:\/\/www.creativecircle.com\/wp-content\/uploads\/2023\/04\/robot-writing-scaled-1.jpeg\",\"contentUrl\":\"https:\/\/www.creativecircle.com\/wp-content\/uploads\/2023\/04\/robot-writing-scaled-1.jpeg\",\"width\":2560,\"height\":1707,\"caption\":\"Chatgpt bot writing answers with pen on paper, Generative AI\"},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.creativecircle.com\/#website\",\"url\":\"https:\/\/www.creativecircle.com\/\",\"name\":\"Creative Circle\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.creativecircle.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.creativecircle.com\/#\/schema\/person\/b02cb2e1e3ab1f785194a0265ed51f72\",\"name\":\"Kevin Culligan\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.creativecircle.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/7082b4aa0f5c838f46f2aac55f092296977a969920205eb7c0be41af4ed6691e?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/7082b4aa0f5c838f46f2aac55f092296977a969920205eb7c0be41af4ed6691e?s=96&d=mm&r=g\",\"caption\":\"Kevin Culligan\"},\"url\":\"https:\/\/www.creativecircle.com\/blog\/author\/kculligancreativecircle-com\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"AI and Advertising: How Should Agencies Balance Smart Tech and Human Talent? | Creative Circle","robots":{"index":"noindex","follow":"follow"},"og_locale":"en_US","og_type":"article","og_title":"AI and Advertising: How Should Agencies Balance Smart Tech and Human Talent?","og_description":"The buzz around ChatGPT (Generative Pre-trained Transformer) took flight on February 7, 2023, when OpenAI \u2014 an artificial intelligence research and deployment company \u2014 asked a limited number of people to test it. 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