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Ambreen Kazi, Creative Director, SOCIALEYEZ elaborates on the impact of AI and automation on the entire creative process while exploring the potential benefits and challenges of such technological advancements.
The relentless march of technology manifested by AI and automation, is reshaping the essence of the creative process. The true form of what is or has been the creative process is now a topic of significant interest. Technology has the potential to transform the way creative work is done. Having looked at trends in the region’s creative industry, this fast-paced, data-driven world is making the creative landscape undergo a profound evolution.
As creatives, have we embraced this evolution?
Some may be far ahead in the game, while some might be treading carefully into it. Creatives’ perspectives on this evolution reflects an interesting blend of enthusiasm, scepticism and cautious optimism. The common observation however, is that consciously we ask ourselves, how can AI and Automation be harnessed to augment human creativity rather than replace it, in the context of the creative process?
It's a dynamic relationship of pros and cons.
Benefits of Technology in the Creative Process:
- Data driven decision-making: Technology gives us wider access to data analytics providing valuable insight into audience preferences. AI is used to generate new ideas by analysing this data and identify patterns and trends. This information helps brainstorm relevant solutions, targeting content more effectively.
- Enhanced Collaboration: Digital tools and platforms allow teams to collaborate remotely and more effectively. From straightforward conversations on concepts and design styles to intricate CGI projects, are all being tackled within brief timeframes. Tools like generative art programs or AI-based writing prompts are also helping overcome creative blocks while collaborating.
- Efficiency and Productivity: The creative execution process has become faster, allowing creatives to give specific prompts and feed in changes instantly. This allows more focus to a higher level of conceptualization. Productivity increases as many aspects of the creative process are streamlined allowing artists, designers, writers, editors, animators and other creatives to work efficiently.
- Personalization: AI-driven personalization is changing the way content is created. An entire concept can be generated in AI based on specific user inputs and preferences, effectively automating a big part of the creative process.
Challenges of Technology in the Creative Process:
- Quality vs. Quantity: Automation creates content rapidly, but not all of it may meet the same standards as traditionally created artwork. Maintaining artistic integrity and creativity is a challenge.
- Over Dependency: It’s too often easily said “This can be done in AI.” When tools are readily available, creatives may become too dependent on technology for not just ideation but also problem solving, potentially stifling their own power of creative thinking. Overreliance on AI tools has shown the erosion of creative skills.
- Ethical concerns: As creatives, we have a bigger responsibility to navigate ethical challenges while using advanced technology. The authenticity of artworks, copyright issues and validation of non-existential imagery being created by AI tools, has significant impact.
- Creative Thinking: Creatives (in most cases) are driven by emotions and automation might not be able to debate the whats, whys and hows, as authentically. Automated content might overshadow depth, emotion and authenticity that human creators bring to their work.
At SOCIALEYEZ, we’ve looked at these comparisons closely to consider a few strategies that help us not only harness the benefits of technology in the creative process, but also address its challenges.
Here are our key takeaways:
Embracing technology as a tool: Looking at technology as an enhancement and not a replacement, where creatives use tools to complement their skills and learn innovative techniques that amplify their creative potential.
Learning that never stops: Through conscious discussions and inspiration where creatives stay up to date with emerging technologies and changing industry trends.
Quality over Quantity: Focusing on producing high quality, conceptual work rather than simply increasing output.
Mindful decision-making: Being mindful of ethical concerns and biases in AI tools. At the core of our business, we create stories and content that resonate with our audiences and their ethical principles.
The winning formula is for creatives to approach technology as an ally, finding ways to leverage its capabilities while maintaining the core principles of creativity. Balancing the benefits of efficiency with the preservation of creativity and quality is key to thriving in the evolving creative landscape.
Ambreen Kazi is a Creative Director at SOCIALEYEZ. She has led a team of creative enthusiasts across Dubai, Cairo and Beirut that have expertise in digital design, motion graphics and video production. At Socialeyez, she works with prominent names across different industries ranging from government organizations like Roads & Transport Authority (RTA), du, DEWA, The Prime Minister's Office, Dubai Municipality, Dubai International Financial Centre, Dubai Culture to FMCG/ Lifestyle brands like Canon, Pinar and Dubai Festival City to name a few.
