4A's Noteworthy News - 15th Edition
NOTE: this post originally appeared on LinkedIn here.
THE BIG STORY:
Human-Minded Creativity in a World of AI
In an age where AI permeates our creative processes, it's crucial for brands and agencies to understand the line between what will.i.am called “imagination regurgitation” and true creativity. A recent study from 4A’s member agency Digitas and Vox Media highlights that while AI may be able to make the creative process more efficient, it lacks the human touch necessary for true originality and authenticity.
Key findings show that 85% of respondents believe authenticity is the mark of true quality, with 74% noting it's a distinctly human trait. Additionally, 55% think AI will never impede human creativity, yet 67% agree that today’s AI tools do enable creativity.
Despite AI's efficiency, the risk lies in the "Generative Middle," where content may become generic. Brands and agencies must leverage AI carefully, ensuring their voice remains culturally relevant and authentic to avoid the "your AI is showing" cringe.
Ultimately, while AI can amplify human creativity, it’s the human vision that directs and refines these outputs. As the digital landscape becomes more saturated with AI-driven content, brands are encouraged to do less but do it better, focusing on authentic connections that resonate deeply with their audience.
For 4A’s member agencies, our GenAI Blueprint provides guidance on how to implement AI solutions while prioritizing the human element. Download today to dive into a comprehensive guide to agency AI implementation, regardless of where you’re at in your AI journey.
OTHER INTERESTING AI NEWS FOR AGENCIES:
Andreessen Horowitz revisits its list of top generative AI apps, spotlighting major shifts since the last ranking. Creative tools continue to reign supreme, but multi-modality (beyond image generation) is gaining steam.
OpenAI has unveiled GPT-4 Turbo with fine-tuning capabilities, allowing businesses to customize the model to better fit their needs. This update promises more precise outputs and greater alignment with specific brand voices, marking a significant leap forward in AI-driven content creation.
Global spending on AI is projected to skyrocket, reaching $632 billion by 2028, according to IDC.
The surging demand for AI is pushing data centers to consume water at unprecedented levels, raising more environmental concerns.
A busy week for image generation platforms:
Midjourney web interface now available to everyone
Google’s Imagen 3 AI image generator is now available, offering users powerful new tools to create stunning visuals with minimal effort. Meanwhile, the company’s new AI ‘Reimagine’ tool impresses early testers, in both good and bad ways.
Procreate is making waves by taking a bold stance against generative AI, vowing to keep the tech out of its products. AdAge covers the story as well, with broader context around anti-AI sentiment.
And a good bit of legal news as well:
Hollywood union strikes deal for advertisers to replicate actors' voices with ai
Authors are taking legal action against Anthropic, the creator of the Claude AI chatbot, accusing it of copyright infringement.
California’s AI legislation is caught in a tug-of-war, with lawmakers weakening a bill aimed at preventing AI disasters after consulting with Anthropic, while OpenAI’s opposition to the law has been met with criticism from state senators.
RECENT CASE STUDIES, EXAMPLES AND USE CASES:
Global eyewear company Zenni defied internal skepticism to double its profits by embracing AI, transforming how they engage with customers and optimize operations.
Walmart is harnessing AI to supercharge its operations, boosting productivity by 100x.
Amazon’s GenAI tools for developers are automating tedious tasks and saving hundreds of millions per year.
