Creative Evolution: AI as Muse?
Talk of generative AI is everywhere. Many creatives I speak with approach it with a deep sense of foreboding, not only that it will steal our ideas and jobs but that it will cynically replace our humanity with an algorithm. Writers have already seen it seriously impact their industry and design is not far behind.
In these moments, there’s no going back, what will the impact of AI be on the creative industry?
AI as a Creative Productivity Booster
Countless industries have been affected by technology. Probably the largest shift in the history of humanity was the Industrial Revolution. In 1800, almost 90% of the US population worked in agriculture. Now it’s about 2%. We have yet to see if AI will create such a revolution in work but it will certainly enhance our productivity.
In Lior Cole’s AI: The Next Frontier of Human Creativity talk, she points to it being something akin to the calculator — allowing us to fast-forward through some of the more monotonous parts of design drawing the analogy to how calculators sped up discoveries in math and the sciences, replacing the human computers used up until the mid-1940s.
Whether AI is used for automation, ideation, or first drafts to be reworked by humans, it will become a valuable tool for creatives looking for increased efficiency.
AI as a Creative Muse
However, this portrayal confines AI to a functional role, merely replicating existing human capabilities. If AI could transcend mere automation and speed; it has the potential to serve as a muse, inspiring creativity without the constraints of physical limitations.
Similarly to the way animation has often stretched the bounds of filmmaking, unrestrained by the logistics of live-action, we might see AI amplify human creativity in ways that foster exploration, unleash imagination, and surprise us. This could lead to a more nuanced workflow with AI not just doing the heavy and repetitive lifting, but enhancing the human imagination.
AI vs Human Creation
The current focus on the “generative" aspect of AI often prioritizes output, equating creativity solely with what is produced. However, as we know creativity is about much more than output.
Creativity is not purely about generating more, faster, but about how the output resonates with people. Human involvement in the creative process imbues art with personal experiences, emotions, and cultural context—elements which AI cannot (yet) replicate.
While AI-generated art may be impressive, it lacks the connection that human creations provide.
The Role of Brands
Brands serve as a guiding thread throughout a business's evolution. In the age of AI, where new platforms and modes of engagement emerge constantly, brands can serve as anchors, ensuring consistency amidst complexity.
Successful brands understand their core ethos and build meaningful relationships with their audience. AI can augment this process, enhancing storytelling capabilities, increasing speed, and amplifying brand resonance. However, it is essential to approach AI with responsibility, recognizing that its impact mirrors what we invest in it.
Conclusion
AI holds the potential to transform industries. Yet, this potential comes with a responsibility to wield it ethically and consciously. By treating AI with respect and nurturing its growth, we can usher in a new era of human creativity, where technology serves as a catalyst for innovation rather than a mere tool for replication.