Creatives should take care that they don’t fill the void in their schedule chiselled out by using AI (artificial intelligence) with more hack work.
Ukonwa Ojo, former Amazon Prime Video CMO, told RESET 2023, the annual conference of the Australian Association of National Advertisers, that creativity is hearts before heads.
“We always say that we make decisions rationally, but we don't. We make decisions emotionally. And we justify them with rational facts.
“So as marketers have to get on what is underneath all of that, that makes us connect with emotionally, human to human. And every time you tap into that, it is so powerful.”
The promise of AI can take on a mountain of work for creatives.
“If you automate the things that are average, or not necessarily blockbuster, then we can think about what we do best, what is our point of differentiation as human beings.
“What we do better than any machine is we create original thought. And the more we leverage the power of technology, to automate the things that are less important, the more space and capacity that we have to create original thoughts.
“And when you think of the proliferation of all of the different messages that our customers see, every day, the value of an original thought of great creativity really starts to magnify.
“When I think of the formula in my head of what makes a great campaign, it is reach times frequency times creativity of the multiplier.”
The beauty of using AI is that it will stop placing value on average creativity because if it is average.
“I can get a computer to do that. Right? I don't need to pay to get that done. And so anything that's average, that is quick, quick and dirty, figured out how to automate it.”
But give yourself a chance to be creative.
When you're bored, you pick up your phone. The opportunity for original thought comes when your brain has the chance to make new connections.
“But every time you schedule yourself, every time you pick up your phone, you actually take away the opportunity for new connections to happen.
“And so I think for AI to work for you put technology to work for you. But please, when you free up capacity, don't just overschedule yourself yet.
“Use that opportunity to create time for you and your team to come up with original thought. And it's particularly important because the customer that you're trying to reach is being bombarded about 10,000 times a day.”
To be interesting and imaginative takes time, takes capacity.
“And it's so easy to get sucked in to the overscheduling over, back to back meetings all day from the morning all the way tonight.
“And then you watch the Super Bowl like he just did in America, where people pay $7 million per seconds, and in the end you don't remember the ad because they use the same formula higher … the ads are the same.”
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