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I'm sure this will become more and more common. Pretty unfortunate, I think.
Not for writing. For concept visuals only. I find it seriously lacking for writing and also enjoy the craft and would rather do it myself.
AI is so helpful. It depends on your prompts. The more you input info the more it attends to your needs. Practice makes perfect
yes, absolutely. use it for research, drafting new ideas, polishing your own ideas, when you can't think of anything... literally anything.
Do not, under any circumstances, use it for fact-based research!
Hallucinations are rampant and it’s often difficult to check where facts and figures came from.
The small agency I work at uses it a lot for roles we don’t have - for better or often worse. For example, strategy (they’ve been exploring different AI platforms made for strategy but like all things you have to KNOW strategy to get the best outputs so, if our agency person using the AI doesn’t know the fundamentals are we actually getting the right outputs?).
And the agency owner thinks AI can give creative answers so they start each assignment by inputting the ask. What they get out and send to me (trying to be helpful, I get it) is a list of tactics. Not sure they know the difference between tactics and big ideas. Trying to educate them is part of my job.
I’ll add that I do use gpt for things like ideating themes for client events and names, or starting off a corporate video I know doesn’t need much creativity. And then edit from there.
I’ve flipped big time in the last 4 months. You gotta learn how to use it on my team. Especially art directors. It speeds up workflows and helps build so much presentation theater that we didn’t have time to do the past few years.
We used AI to record a demo for a song based spot we wrote to sell it through. It was incredible how easy it was and how excited people got. (Humans wrote the song, AI produced the music).