It is undeniable that Artificial Intelligence has become a mainstay of the global conversation for the past few years. Across nearly every industry, in stock markets around the world, and the professional world, the potential effect and impact of AI is being weighed.
According to Goldman Sachs, global investment in AI technology is expected to hit $200 billion in 2025, a huge jump from $92 billion in 2021. Irrespective of where we stand individually on this technology, it is evident that AI will dramatically shift the nature of work over the coming decades.
Some of that shift is already happening too. Many of the tools used in business and marketing today, from Gmail to Bing search and LinkedIn, all have some form of AI integration or the other. Many account management teams now rely on AI tools like ClickUp and Asana, creative teams swear by Grammarly and Canva’s AI capabilities while strategy teams can’t get enough out of ChatGPT. Generative AI can write articles, make jingles, do voice overs and even manufacture videos.
How we use AI at EE
If that is the case, what does this mean for the creative, marketing and communications industries? Will AI replace humans? Will it shut down entire industries? Are creators and marketers at risk?
The simple answer is that AI will complement the work we do but replacing creative and marketing agencies will be a much taller order. One of the most important aspects of what we do which isn’t talked about enough, is relationship management and that requires human connection.
The best agencies have wonderful relationships with their clients and partners. At its core, that comes from deep anecdotal and contextual understanding of who they are, their objectives, desires and what they stand for. This knowledge puts agencies in a unique position to support organisations and businesses in achieving success.
A group of people with expertise across multiple disciplines brainstorming ideas for a partners’ campaign will ultimately be impossible to replicate with AI. Besides, AI is not infallible. One of the biggest criticisms against AI technology is its tendency to “hallucinate” (or make up things that don’t exist or are just simply wrong).
The fact that it is an input-dependent technology also means that the human element will always be a prerequisite for this technology to thrive. Ergo, AI will complement the work agencies do but it cannot replace them.
Artificial Intelligence is an incredible technology, and, like other incredible feats of human achievement, it will find its place in our lives, workplaces and businesses. It will help us be more agile, productive and efficient.
It will help us push the boundaries of creativity, insight generation and project delivery. But it cannot replace the passion, creativity, dedication and innovation we offer to our partners and clients. AI could not fully grasp the depth of knowledge and nuanced understanding that agencies have about the world and the partners they collaborate with.
At EE, we are experimenting with AI to leverage it in the best ways to help us support our partners better because we like to stay ahead of the curve. Keep an eye on our social channels to see some of what we discover!