Whilst AI controversies have been on the tip of most people’s lips, it’s not often (if at all) that all of Fleet Street sings from the same hymn (broad) sheet. When the Creative Rights in AI Coalition launched a campaign to address growing concerns about GenAI’s impact on creative industries, they brought the issue onto the national agenda. In response, all UK national newspapers wrapped their printed products in jackets, calling for more fairness in creativity.
Their message was clear: while AI presents exciting opportunities, it must not come at the expense of human creators.
Recent discussions have shown that AI companies are using copyrighted material without permission, raising urgent questions about fair compensation, ethics, and the future of creative work.
Major names in the entertainment industry, like Paul McCartney, have also sounded the alarm on AI. Speaking to the BBC, McCartney said that “proposed changes to copyright law could allow “rip off” technology that might make it impossible for musicians and artists to make a living.” But is it all doom and gloom when it comes to AI & creativity?
Powering creativity with AI
There’s no denying that AI is currently transforming the creative industries, from generating artwork and composing music to writing scripts and assisting with design. It’s widely agreed that it has the potential to enhance creativity, streamline workflows, and open up new possibilities for artists, writers, and other creative professionals. Prominent use cases include:
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- Content creation: AI-powered tools can generate original content for marketing campaigns by learning from vast datasets of successful ads. Creatives can use these tools to create engaging copy, slogans, and even entire campaigns, providing inspiration and speeding up the creative process.
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- Audience targeting: AI can assist in identifying and targeting specific audience segments by analysing consumer behaviour and preferences. This helps marketers develop more personalised and effective advertising strategies.
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- Design assistance: AI can help designers by automating repetitive tasks, such as resizing images, creating colour palettes, and generating design layouts. This allows designers to focus on the more creative aspects of their work and to produce higher-quality designs more efficiently.
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While at UNLIMITED we’re no stranger to the powerful tool that AI can be, our Human Understanding Lab is key to the process. The 120-strong community of neuroscientists, behavioural scientists, data experts, technologists, and planners helps enable creativity by ensuring that AI systems are designed to understand and respect human emotions, intentions, and cultural contexts.
We’ve found that human-understanding-powered AI can elevate creativity in marketing and advertising by:
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- Enhancing emotional resonance: AI can analyse and incorporate emotional cues into advertisements, making them more relatable and impactful for audiences.
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- Cultural sensitivity: AI can be trained to understand and respect cultural nuances, ensuring that advertisements are appropriate and resonate with diverse audiences.
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- Personalisation: AI can tailor advertising content to individual preferences and tastes, providing a more personalised and engaging experience for consumers.
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Striking the right balance
To strike the right balance between AI and human creativity in marketing and advertising, it is essential to bring human understanding in at every turn, establishing fair policies and ethical frameworks that ensure AI collaborates with humans rather than competing with them. This includes:
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- Ethical AI: developing AI systems that prioritise ethical considerations and respect for human creativity.
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- Copyright protections: implementing robust copyright protections that ensure creators are fairly compensated for their work and that their intellectual property rights are upheld.
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- Sustainable compensation models: creating compensation models that support a sustainable and fair creative ecosystem, where AI enhances rather than replaces human creativity.
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- Collaborative innovation: encouraging collaboration between AI developers, policymakers, industry leaders, and creatives to create regulations and frameworks that uphold artistic integrity while allowing technological innovation.
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By addressing these challenges and fostering a collaborative environment, we can ensure that AI and human creativity coexist harmoniously, leading to a future where both can thrive.
If you’d like to find out more about how to do this for your brand, drop me a line at roi.perez@unlimitedgroup.com.