{"id":58484,"date":"2023-12-20T13:22:09","date_gmt":"2023-12-20T21:22:09","guid":{"rendered":"https:\/\/www.creativecircle.com\/?p=58484"},"modified":"2023-12-20T13:22:09","modified_gmt":"2023-12-20T21:22:09","slug":"how-should-creatives-use-ai","status":"publish","type":"post","link":"https:\/\/www.creativecircle.com\/blog\/how-should-creatives-use-ai\/","title":{"rendered":"How Should Creatives Use AI? 3 Experts Give Their Take\u00a0"},"content":{"rendered":"<p style=\"text-align: center;\"><em>Three experts tell us how creatives can best position themselves to thrive in this AI era.<\/em><\/p>\n<hr \/>\n<p><span data-contrast=\"none\">AI has already had a monumental impact on creative work \u2014 and its evolution is only accelerating. How can creatives best position themselves to thrive in this AI era? What new opportunities does AI present, and what risks should we all be aware of?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">To get our finger on the pulse, <\/span><a href=\"https:\/\/p.creativecircle.com\/aiwebinar\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">we b<\/span><span data-contrast=\"none\">rought in three experts for a panel discussion<\/span><\/a><span data-contrast=\"none\">. <\/span><span data-contrast=\"none\">Meet Andrew, Claire, and Laura! The<\/span><span data-contrast=\"none\">y\u2019re<\/span><span data-contrast=\"none\"> the first panelists to participate in our Conversations with Creatives <\/span><span data-contrast=\"none\">series. They sat down with us, in front of <\/span><span data-contrast=\"none\">hundreds of intrigued minds<\/span><span data-contrast=\"none\"> across North America, to discuss their experience using AI in the creative space.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Andrew Morner<\/span><\/b><span data-contrast=\"none\"> is an \u201cAI-obsessed\u201d Creative Director at Pillar Marketing Corporation, a full-service digital marketing, design, and mar-tech agency based in Los Angeles. He uses AI in every single project that he works on.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:252}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Claire Berlin<\/span><\/b><span data-contrast=\"none\"> is currently the Director of Academic Marketing Strategy at Ohio University. Before that, she was working in the tech industry and got her hands on many generative AI tools as they were launching.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:252}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Laura Gagliardi<\/span><\/b><span data-contrast=\"none\"> is a freelance content designer, currently on contract as a Conversational Designer and Strategist with Verizon. She uses AI to enhance her services and provide a high-quality experience for the end-user.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:252}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">Here\u2019s what we covered! Click the links to skip to the associated timestamped spot in our insightful hour-long discussion. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h4><a href=\"https:\/\/youtu.be\/spluhbX77uQ?t=304\" target=\"_blank\" rel=\"noopener\"><b><span data-contrast=\"none\">How did you evolve your role into an AI-focused position?<\/span><\/b><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h4>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><span data-contrast=\"auto\">Laura started her freelance career as a copywriter. Her role evolved when she began leveraging her education in psychology to shape how companies and brands communicate with their consumers. She used AI to focus on putting humanity behind the robot\u2019s interactions with users.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h4><a href=\"https:\/\/youtu.be\/spluhbX77uQ?t=558\" target=\"_blank\" rel=\"noopener\"><b><span data-contrast=\"none\">How do you use AI for marketing-focused projects?<\/span><\/b><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h4>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><span data-contrast=\"none\">Claire uses AI as a brainstorming tool and often leans on it to kickstart or refine her creative process.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Laura says AI serves as a catalyst for inspiration \u2014 she pulls parts and pieces from the responses it generates and builds out her content from there. \u201cAI enables me to be more efficient; it refines my ideas and inspires me,\u201d says Laura. \u201cIt\u2019s a muse!\u201d <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h4><a href=\"https:\/\/youtu.be\/spluhbX77uQ?t=821\" target=\"_blank\" rel=\"noopener\"><b><span data-contrast=\"none\">How are you using AI as a tool to streamline your projects and processes?<\/span><\/b><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h4>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><span data-contrast=\"none\">Claire uses AI to make the most of her time! Some examples are:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"2\" data-list-defn-props=\"{&quot;335551500&quot;:1388096,&quot;335551671&quot;:0,&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"0\" data-aria-level=\"1\"><span data-contrast=\"auto\">Using AI notetaking tools (Zoom and Google Meet) to do the busy work so she can actively listen during meetings with her clients.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:252}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"2\" data-list-defn-props=\"{&quot;335551500&quot;:1388096,&quot;335551671&quot;:0,&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"0\" data-aria-level=\"1\"><span data-contrast=\"auto\">Drafting marketing strategy and frameworks.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:252}\">\u00a0<\/span><\/li>\n<\/ul>\n<h4><a href=\"https:\/\/youtu.be\/spluhbX77uQ?t=1028\" target=\"_blank\" rel=\"noopener\"><b><span data-contrast=\"none\">How are you using AI in design and creative? <\/span><\/b><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h4>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><span data-contrast=\"auto\">Andrew is using AI to significantly augment his creative process. He uses it for everything from writing email and social media copy to graphic design, researching and auditing organizations, and developing site maps.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cWe use it for pretty much every project that we find ourselves working on,\u201d says Andrew. \u201cIt\u2019s really augmenting our process in huge ways and it\u2019s becoming the missing piece to a puzzle in a lot of ways.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">He speaks to how \u201cunintuitive\u201d ChatGPT can be and how important descriptive prompts are <\/span><span data-contrast=\"none\">\u2014 it forces him to ask himself \u201cAm I asking it the right question?\u201d. Through trial and error, and a little help from Reddit users, he\u2019s perfected his prompts.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h4><a href=\"https:\/\/youtu.be\/spluhbX77uQ?t=1352\" target=\"_blank\" rel=\"noopener\"><b><span data-contrast=\"none\">What AI design tools are you using regularly?<\/span><\/b><\/a><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h4>\n<p><span data-contrast=\"auto\">Midjourney, Dall-E 3, and Photoshop Generative AI are Andrew\u2019s favorites, but he emphasized how quickly AI evolves and suggested that creatives always keep an eye out for new systems.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h4><a href=\"https:\/\/youtu.be\/spluhbX77uQ?t=1820\" target=\"_blank\" rel=\"noopener\"><b><span data-contrast=\"none\">How do you use AI as a research tool in marketing strategy?<\/span><\/b><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h4>\n<p><span data-contrast=\"auto\">Claire relies on AI for persona research and learning about unfamiliar audiences. AI systems can outline the things the audience cares about, the language that resonates with them, etc. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cAI is incredibly helpful with persona research! With the proper prompts and guiderails, it can tell you a lot about a specific audience.\u201d says Claire. She\u2019s used it to adapt her content and messaging when targeting less familiar audiences, such as younger generations, c-suite level executives, and medical professionals. She reminds us, however, that it\u2019s not 100% accurate: \u201cIt\u2019s a CliffsNotes version and it always needs a second set of eyes.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h4><a href=\"https:\/\/youtu.be\/spluhbX77uQ?t=2074\" target=\"_blank\" rel=\"noopener\"><b><span data-contrast=\"none\">How transparent are you with your clients about your use of AI?<\/span><\/b><\/a><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h4>\n<p><span data-contrast=\"auto\">Andrew walks his clients through his AI use and process upfront. He makes sure to tell them that it\u2019s a huge value-add to his services because he can build out a campaign calendar in a fraction of the time it would otherwise take (and at a fraction of the cost). \u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cAI allows us to create more things, at a higher fidelity, in a quicker amount of time,\u201d says Andrew, \u201c\u2026and the outcome is that the client is happier for it.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h4><a href=\"https:\/\/youtu.be\/spluhbX77uQ?t=2380\" target=\"_blank\" rel=\"noopener\"><b><span data-contrast=\"none\">What ethical elements should we be mindful of when using this technology?<\/span><\/b><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h4>\n<p><span data-contrast=\"auto\">Quality checking the content that AI is generating for you is essential. Andrew says, \u201cYou must be intentional with your use of AI. A quick way to get let go of your job is to submit something that\u2019s completely AI generated and not check it once.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cHallucinations are huge problem with AI; it will make up information and be very confident about it,\u201d he adds. Andrew emphasizes that it\u2019s important for AI to not replace the creative thought process. Instead, it should operate like an assistant, and you should always double check the work. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Claire admits that \u201cAI can be scary.\u201d She says, \u201canything that you input into AI can be spit out for any other user and that\u2019s a little concerning.\u201d <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Digital hygiene is critical, our panelists warned. \u201cOpenAI is using everything that\u2019s currently online and anything that\u2019s being fed to it as training data for future instances. Anything that AI knows comes from things that exist,\u201d says Andrew. \u201cIt\u2019s only as good as the training data; stay mindful of that.\u201d <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Learn More<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\"><br \/>\n<\/span><span data-contrast=\"auto\">Our panelists covered many other burning AI questions, including <\/span><a href=\"https:\/\/youtu.be\/spluhbX77uQ?t=2622\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">&#8220;How do you expect the creative industry to evolve as AI becomes more prevalent\u201d?<\/span><\/a><span data-contrast=\"auto\"> and <\/span><a href=\"https:\/\/youtu.be\/spluhbX77uQ?t=2995\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">\u201dWhat tips do you have to help creatives expand their knowledge on AI?\u201d<\/span><\/a><span data-contrast=\"auto\">. If you find these conversations intriguing and you\u2019re left wanting more, watch the full discussion from the start and don\u2019t forget to share your thoughts in the comments. Also, <\/span><a href=\"https:\/\/p.creativecircle.com\/newsletter\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">subscribe to our newsletter<\/span><\/a><span data-contrast=\"auto\"> to stay tuned for future installments of Conversations with Creatives!<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Three experts tell us how creatives can best position themselves to thrive in this AI era. AI has already had a monumental impact on creative work \u2014 and its evolution is only accelerating. How can creatives best position themselves to thrive in this AI era? What new opportunities does AI present, and what risks should [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":58487,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[88,75,87],"tags":[],"class_list":["post-58484","post","type-post","status-publish","format-standard","hentry","category-creative-insights","category-employer-insights","category-perspectives"],"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>How Should Creatives Use AI? 3 Experts Give Their Take\u00a0 | Creative Circle<\/title>\n<meta name=\"description\" content=\"AI has already had a monumental impact on creative work \u2014 and its evolution is only accelerating. 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