Is AI a threat to your creativity?

In a world where Siri can schedule your meetings and algorithms can compose music, it’s natural to wonder: is AI going to take our creative game to the next level—or leave us in the dust?

I was not surprised to read that generative artificial intelligence (gen AI) was the hottest topic among the 15,000 delegates at the recent Cannes Lions International Festival of Creativity in France. When it comes to creative trends in marketing and innovation, the dazzlingly fast development of AI capabilities is certainly weighing on many minds.

What’s your take on this?

Are you worried that the robots are coming for your creative mojo?

Or are excited at the ‘digital magic’ this new tech could open up?

AI image wins global photography award

Whether you work in science, finance, law, education, technology or any field besides, the advance of technology and the increasing need for creativity is impacting your workplace.  

Gen AI is certainly shaking up the creative landscape. Let’s zoom in to the topic of photography as an example.

^{The Electrician by Boris Eldagsen}

Last year, 52-year-old German artist Boris Eldagsen won a photography award with an AI-generated image. His image, The Electrician, from the series Pseudomnesia won the creative open category of the Sony world photography awards. However, Eldagsen refused the award, revealing the role of AI in its generation. The judges were furious. The World Photography Organisation has issued a statement, saying: “We no longer feel we are able to engage in a meaningful and constructive dialogue with him.”

Does this image still qualify as photography? As art?

Some may think not. Here’s a quote to ponder:

“AI-generated imagery couldn't qualify as an art in its own right because it lacked ‘something beyond mere mechanism at the bottom of it.’”

Would you agree?

Well, let me reveal the truth about this statement. I adjusted it a little and hid the source.

Here is the truth of it:

“Photography couldn't qualify as an art in its own right because it lacked ‘something beyond mere mechanism at the bottom of it.’” The New Path Magazine, 1865

Over a hundred years ago, people were up in arms about this new-fangled technology that could capture an image in moments, rivalling the photo-realistic painting techniques which artists had taken years to perfect.

Did photography then cancel out the creativity of painters?

Nope! Humans moved on from photorealistic painting to another level of creativity inventing expressionism, modernism, cubism and so on.

Watch this short clip of creativity expert Dave Birss explaining what happened next.

Without creativity gen AI produces adequacy

Though Eldagen’s image is stunning, don’t for a moment think that he chucked a quick prompt into a gen AI tool and out popped the finished image.

“The process has many steps. It’s not putting in three words and clicking ‘generate’. I identified 11 parts of the prompt; you create an image with text prompt, then when you want to leave the frame, do something to the image outside of the painting [for example, create imperfections to the surface, as there are on The Electrician], then again you have to describe, ‘What do I want to appear?’” Boris Eldagsen.

It takes time to train AI to generate outputs that are valuable, distinct and competitive. Trial and error are required. Creative thinking is needed to craft an approach and guide the system along the way. It takes human effort and creativity.

If you think you can hand your creative thinking over a machine and outdo your competitor, you’ve another think coming.

 “A lot of clients think that gen AI will do all their marketing and advertising. But then they'll realise when everyone has access to the same tools, we’ll be stuck with the same things. How do you differentiate and stand out? That's when, again, creativity and strategy and taste and all those things that we still bring [matter]. It'll just mean we have to operate at a faster pace.” David Droga, CEO at Accenture Song.

 

The creative collab: Humans + AI = Besties

Who doesn’t love a smart and efficient colleague with a hard-working ethic? Rather than fearing AI, we can lean into it by reframing our relationship to it from threat to reward.

Ask yourself, what else is possible?

I love how boundaries have been pushed with these innovative solutions. Pedigree have done something that was impossible just a few years ago. Watch this fascinating story of how technology is enabling the personalisation of dog adoption and placement at a large scale.

^{Pedigree, Adoptable campaign case study}

“The takeout is that AI is not here to do what we were doing differently, but to empower us to do something that we simply couldn’t do before,” Marco Venturelli, chief creative officer for Publicis Groupe France.

Another interesting example is Cannes Film Lions winner, “WoMen’s Football,” by Orange, which went viral for using technology to highlight gender bias in soccer. Interestingly, technology was only used for the overlays. Youri Guerassimov, joint CEO at Marcel Agency where the advert was created, explained that the team decided the most interesting and accurate approach was to rely on real footage.

^{WoMen's Football advert by Orange}

 The photographer Eldagsen used to operate as a soloist, a single instrument. Now he collaborates with AI technology, considering himself more of a conductor while the tech serves as a "gigantic, anonymous choir," making his job to "bring that into some kind of harmony and make sense out of it."

“I don’t see it as a threat to creativity. For me, it really is setting me free. All the boundaries I had in the past – material boundaries, budgets – no longer matter. And for the first time in history, the older generation has an advantage, because AI is a knowledge accelerator. Two thirds of the prompts are only good if you have knowledge and skills, when you know how photography works, when you know art history. This is something that a 20-year-old can’t do.” Boris Eldagsen

The secret sauce here is synergy. When you blend AI’s analytical prowess with your flair for creativity, the possibilities are endless. It’s like pap and wors—individually, they’re great, but together? Boom, you’ve got yourself a feast fit for a braai.

Three steps to boost your creative mojo in the age of AI

1.    Feed your curiosity

Creativity thrives on curiosity, so don’t be afraid to explore new avenues. Dive into local podcasts, attend funky workshops, or simply take a detour on your way to work. The more you expose yourself to diverse ideas and experiences, the richer your creative brew becomes.

2.    Embrace imperfection

Let’s face it—creativity is messy. Don’t shy away from failed attempts or rough drafts. In fact you should aim to create a ‘sh*tty first draft,’ of everything, as writer Anne Lamott suggests. Celebrate your first wobbly steps them as progress to your next big success.

3.    Collaborate like a boss

AI isn’t here to steal your spotlight; it’s here to amplify your brilliance. Team up with AI tools and platforms that can streamline your workflow and offer fresh perspectives. Whether it’s using AI for data-driven insights or letting it sketch out initial concepts, learn to harness its strengths while adding your flair.

Creativity, meet AI

So, is AI a threat to your creativity?

In the end, that depends on you. Are you resisting it or embracing it? According to Dave Birss,

“People who resist AI are more likely to lose their jobs to people who are using it.”

Rather, think of AI as an additional member of your team – a pretty savvy one, who can crunch numbers and spot trends faster than you can say “abracadabra.” By nurturing your curiosity, embracing imperfections, and mastering the art of collaboration, you can not only protect your career but also unlock new horizons of digital brilliance.

Remember, the future belongs to those who dare to dream big and harness the power of AI as a tool for innovation. So go ahead, mix that creativity with a dash of AI magic, and watch as your ideas take flight in ways you never imagined.

Want to develop creativity in your team? We'd love to help you with that. That's our jam!

Pop us an email on [email protected] and let's chat. 

References

Weissbrot, Alison, ‘David Droga on moving from being a creative in business to building a business on creativity’, Campaign US, 1 July 2024, The Information: Available at: https://www.campaignlive.com/article/david-droga-moving-creative-business-building-business-creativity/1879081

Stewart, Rebecca, ‘Human Creativity Fends Off Gen AI in Cannes Jury Rooms’, Business Insider, 21 June 2024. Available at: https://www.adweek.com/creativity/human-creativity-fends-off-gen-ai-in-cannes-jury-rooms/#

Williams, Zoe, ‘AI isn’t a threat’, The Guardian, 18 April 2023. Available at: https://www.theguardian.com/artanddesign/2023/apr/18/ai-threat-boris-eldagsen-fake-photo-duped-sony-judges-hits-back

Lloyd, Ang, ‘Sasfin's CTO Alex Elsworth thrives on uniting creativity and technology,’ CIO South Africa, 13 February 2024. Available at: https://cio-sa.co.za/articles/sasfins-cto-alex-elsworth-thrives-on-uniting-creativity-and-technology/