REM did write some cracking tunes…

But that’s not what I’m talking about here, I’m talking the systematic culling of creative workers by Artificial Intelligence (AI).

They tell us that AI can now author as well as our copywriters (if not better), and there will soon be no need for graphic designers and website developers as the learning machines take over and do all the creative work we’ll ever need.

Millions of jobless designers will be wandering the streets looking for food and yet-to-be-graffitied walls on which to express their creativity.

The agencies will be no more, the studios standing empty like something out of the apocalypse.

Somehow I don’t think so.

Sure, AI is hugely powerful and will continue to evolve at an eye watering rate, but there are other considerations here;

1: Our Human BS Detector
A highly tuned bit of kit, our instinct has been around far longer than some algorithm, and when we find the time to stop and asses something, we can see the blips.

Take copywriting for example, a good writer understands nuance, emotion and human connection. They understand the language their customer users to describe their problems, and from that they write copy that is clear, compelling and engaging for other humans.

AI is fuelled by the information on which it’s given, so when is a machine going to sit down and have the same connection with a client that another human being would have over a coffee or lunch? I just don’t see it at a deep level because every client is as unique as their DNA.

In this respect I believe that a human wordsmith will always trump AI when it comes to the marketing message.

By the way, Google also has it’s own BS (AI) detectors, so there’s another complication if you’re trying to use AI to create content that will rank highly in search.

2: People want to deal with People
In an increasingly virtual world, and since we were all sent to our rooms during COVID, people want more human connection again both personally and in business.

They don’t want to be transacting with some user interface when it comes to creating and telling their brand story. They want another human being that totally ‘gets it’ and will treat it like their baby.

And let’s stay on the topic of stories for a second, we as humans LOVE stories, we want to know what really lies behind a person and where they’ve been in life. Ain’t no computer ever gonna write my story!

In fact it took a year to write my own book, and that’s okay because it’s straight from my heart. People want to know the man behind the brand.

Of course AI is going to help us with many tasks in the agency world, in fact at Great Circle we’re already putting it to good use in terms of video creation, it’s a bit like having a Thermomix in the kitchen to make your hollandaise whilst you grill the perfect steak.

BUT . . . first and foremost we are in the people business and that’s the way we are going to keep it.

In my humble opinion, our own global creative team of designers, developers and copywriters are the best at what they do, they understand our company values and mission statement and they want to be part of our family.

There’s no way in the world we’d ever replace them with a HAL 9000.9

So let’s take AI for what it is and use it with the best intention without sacrificing good people for the sake of quick fixes with less quality.

Think of it like this; there are a LOT of quality, mass made products out there, but often we just want something that’s hand built.

PS: If you’d like a free copy of my book, you can get yours here: https://www.onelifers.com/onelifebook

About the Author

Andy is the Founder and Creative Director of Great Circle. He’s been in the brand and marketing space for over 30 years.

He’s an online business coach and mentor and now runs his lifestyle business ONE LIFE.

And in his spare time, he likes to do a bit of writing ;)