It might be too late to join the ongoing debate about whether AI will surpass human thinking power and creative processes, particularly in crafting marketing campaigns. Nevertheless, I have spent considerable time contemplating and feeling overwhelmed by the multitude of AI tools available. To be candid, there was a moment when I abandoned my laptop and simply stared at the screen, a flood of thoughts inundating my mind until my brain finally succumbed to shutdown.
My answer might be no different from what we have already seen on the internet. People talking about Midjourney, Open AI, Bard, Casper and a myriad of other AI entities. Paradoxically, numerous courses already exist, aiming to educate on these tools despite their novelty in the market. But before delving into all that, where do we, as marketers, content creators, creative writers, and designers, find ourselves in this nascent landscape? To understand it better I first waged a war with ChatGPT. Yes, war! Humans possess a natural attachment to their skills and the notion of being supreme beings. Embracing the idea of being replaced by fellow humans or resisting the substitution by algorithms, machines, and artificial intelligence (AI) proves challenging. However, it struck me that this is acceptable since AI itself has been conceived by humans, who might indeed possess superiority over us.
ChatGPT Vs Me.
Recently, I faced the challenge of running a marketing campaign for a brand to support a fundraising endeavour, all within a constrained marketing budget. I contemplated, why fret when I already have an assistant at my disposal? This presented the perfect opportunity to test ChatGPT. After some research, I employed relevant prompts to assess its output. The results were satisfactory, providing a comprehensive overview of how to commence the campaign, the areas requiring attention, and the campaign’s overall flow. While the insights weren’t entirely novel to me, the element of surprise lay in its efficiency. A matter of mere seconds, and voila!
However, when it came to crafting the tone of voice, and setting the communication messaging, I still believe ChatGPT or tools like Casper might have to go the extra mile. Given the substantial budget invested in most campaigns, uncertainty in communication is simply not an option. Ultimately, I had to develop my unique creative concept, supported by research and consumer insights. Nevertheless, after composing some content pieces, I did seek guidance from ChatGPT. Certain revisions were undeniably valuable, while others veered off track.
One-on-one with Midjourney
Now it was time to battle with the most spoken AI design tool, the one and only, Midjourney. After crafting a compelling marketing campaign idea, it was time to design some creative assets. Now designing is not only about using tools and crafting aesthetically appealing visuals. There goes a lot behind it, thoughts, reasonings, picking up colours, and following the guidelines.
Upon familiarizing myself with Midjourney, I enlisted ChatGPT’s assistance to generate prompts for designing campaign visuals. The execution yielded genuinely astounding results. And yet again, within mere seconds! The question reverberated: how? However, I restrained my excitement, allowing time to temper my enthusiasm. I delved further. Was the visual captivating? Undoubtedly. Was the concept brilliant? Perhaps, although certain reservations lingered. As a human, I embarked on a conventional path, initiating a brainstorming session with the team. Eventually, we reached a juncture where collective euphoria emerged. The outcomes proved undeniably remarkable. Yet, curiosity prevailed—how would Midjourney interpret this concept? Armed with pertinent prompts and a presentation of our visual musings, we awaited the results. No, we didn’t wait; they surfaced within seconds. Midjourney’s perspective, honed through several prompts, emerged as exceptionally impressive. The adept utilization of colours, seamless visual integration, and meticulous attention to detail elevated the concept significantly.
Just like you, I was waiting for the results too. There wasn’t a jury to decide, it was my own brain. Now you could say I can be biased, but I tried my best to not be. After substantial contemplation, I arrived at a realization: is this truly a conflict between two entities? Or do my apprehensions mirror those of many—fearful that AI might encroach upon my profession? Throughout this process, it wasn’t merely me or my team, nor was it solely the AI. Remarkably, the campaign succeeded owing to the collaborative efforts of both humans and AI.
During this juncture, humans may need to invest additional effort and acknowledge AI’s presence. The decision rests with us—whether to embrace it as an ally or wage war against it. I advocate for the former, sooner rather than later. There’s no denying that challenges await marketers, content creators, writers, and designers, possibly translating into future job insecurity. But I bet, if you take it along with you, you won’t be replaced, rather with your expertise you’ll bring an additional source of help free of cost.
Writer: Omair Fayaz