Generative AI, even though the tech around it has been present for years, has recently become the new talk of the town, as marketers are seeing applications for it everywhere. A number of generative AI companies, such as OpenAI’s ChatGPT and Midjourney, have pushed AI into the public consciousness and have forced companies and brands everywhere to think about how they may be able to incorporate this tech. Startups are promising massive reductions in creative production times and are theorizing creative workers may become directors and approvers instead of designers. Companies around the world are starting to use generative AI to personalize emails, slightly adjust image ads with hundreds of minor changes, to even creating new packaging designs with the help of generative models.
With everything that’s being promised, there has to be some sort of drawback. In generative AI’s case, the major problem is how it fundamentally creates content - by creating hundreds or thousands of bad outputs and sifting through for one usable output. This inherently limits the amount of extra productivity that’s able to be gained through the use of generative AI as a human still needs to be involved to check the output that an AI creates. Different roles all throughout every level of companies are going to change to fit the needs of generative AI.
A number of challenges await generative AI, from how a company can oversee content creation at such a machine scale to how workflows will function around generative AI. Learn more about these challenges and how the intangibles, the things only humans can provide, will become more and more valuable during the formative years of generative AI according to agencies in this eBook.
