Trying out generative AI tools? So are the rest of us.
With the power Prome AI, Adobe Firefly, and more, creative elements that once required specialists and deep pockets – such as 3D modelling, custom illustrations, and video – now belong to anyone who with the ability to sit down and write (and rewrite…and rewrite…) a clear prompt.
But, as AI levels the playing field, the challenge of elevating your brand grows that much steeper.
How do we spark meaningful engagement with our audiences when anyone can produce creative assets once considered premium? Here’s three ways we can start thinking about how:
Experiential is king
With gen AI, everyone’s display ads are getting much, much sharper.
If you want to show chutzpah, now is the time to get experiential. While events can certainly be influenced by AI, the tactile sense of being somewhere and doing something can only be achieved in person. The more crowded the online space gets, the more premium and exclusive real life feels.
To stand out in the age of gen AI, don’t make content for your audiences – give them something to make content about.
Invest in authenticity
Audiences discovering undisclosed use of AI may lead to loss of trust.
As AI becomes more convincingly human, the ability to claim authenticity will grow more valuable. Expect to spend a lot more time verifying the sources of your imagery in the near future – especially if you work across sectors where the use of generated images can be perceived as insensitive, such as healthcare.
Though it may sound odd, it’s actually a great time to invest in photo shoots and proprietary imagery. In doing so, you’ll not only preempt any PR mishaps, but you’ll also give your brand the gift of guaranteed authenticity.
The all importance of good editing
Exercising quality control over creative has never been more important than now.
With gen AI, more people are creating more creative assets at faster speeds than ever before. While AI’s visual tools are raising the bar technically, they’re also ushering in a maximalist style where things are more colorful, more exciting, and often more confusing.
Like subtlety, editing is an art. Knowing when less is more or how align a concept to messaging is a skillset AI has yet to replicate. In the publishing world, books that are self-published carry a stigma of being less precise and more prone to error. Expect assets developed solely by AI to develop a similar reputation.
While gen AI can turn anyone into a creator, you need editors and craftsmen to achieve quality.
Dare to be different
In 1980, vinyl records were left for dead. Today, they’re the highest-grossing physical format in the music industry. What caused the comeback? The widespread accessibility of streaming left listeners seeking more exclusive, premium-feeling ways to experience their music.
Similar to streaming, generative AI will always skew creative outputs towards the middle ground of quality. And your audiences deserve a brand that’s elevated.
Now it’s time for advertising to redefine what premium will look for our brands and our customers. And an agency partner can help you get started.
If you’d like to chat about new creative opportunities arising from gen AI, talk to us today.
And if you’re looking for more eye-opening talks on AI, we highly recommend checking out AI Week on-demand.
