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LEWIS

By

Simon Billington

Published on

May 2, 2023

Tags

AI, creative, thought leadership

Right now, change is everywhere in marketing. Names like ChatGPT, Bard and Midjourney have suddenly become part of our daily vernacular. The question is, where does this leave marketers?


At TEAM LEWIS, we love change. It allows us to connect the dots quicker, inspires us to do great work with talented people, and helps us to stay ahead of the competition.

In recent months, the buzz around AI platforms as a start-point for strategic planning and creativity has been the talk of Adland. For clients, change is scary, but there lies a golden opportunity with the integration of AI in marketing. It’s creating environments where talent will rise to the top, helping marketers up their professional game.

Regardless of the tools at their disposal, creative and marketing professionals must focus on what they’re hired to do – making a creative difference. We see the springboard AI has created for talented people to soar from, but regardless of all the bells and whistles, marketing still requires deep critical thinkers, diverse experience and killer instinct – things AI still struggles to grasp. Phew.

Related content: Threat or Friend?: What ChatGPT means for copywriting

For marketers, AI is a facilitator, another tool to help creatives to dream up provocative (not predictable) campaigns. It means we can focus on what creative people are great at. AI may be there to solve the problem on the surface, but those solutions still need to turn heads, draw on emotions and make thumbs numb. Ones and zeros still have a way to go on that front.

Clients on the other hand are breathing a sigh of relief. The low-hanging fruit and obvious ideas will no longer cut it in your next creative presentation. Pitches will be more interesting for both sides, and samey unoriginal thinking will be easier to weed out.

If there’s one thing to learn from the new relationship between AI and marketing, it’s this – if an AI can generate it, your creatives should be thinking about what it cannot. This is what the award-winning campaigns of the future will be judged on.

Related Content: Stop getting distracted! Why you don’t need to jump on the latest app

So it looks like AI will change the way marketing teams work. And that’s a good thing! Great thinking will be deployed across more channels, faster than ever. We think that’s better for everyone.

Note: This was not written by ChatGPT, but by a real person. Imagine that!

Need a hand navigating AI across your marketing operation? Let’s talk.

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