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A. The quality of prompts matters. The prompts I write are very, very thorough, and I always have it produce a number of options for me to choose between.
B. It will never be “good enough” on its own. You will always have to bring a certain amount of critical taste to the process—that’s the one thing humans can do that AI can’t.
I’m stealing that ‘critical taste’ bit, thank you for that.
You shouldn’t ask for ideas directly, but ask for things that inspire you to think differently.
This!
Visual Storyteller
It’s just a tool like photoshop. It won’t “do it for you”. You still have to have a concept.
You’re not doing anything wrong. It was never good.
AI does not spit out good ideas. It spits out regurgitated ideas. The best use for AI is when you have a fully baked concept and it can help find other ways in, but only with very specific prompts.
Yep! Sincerely, it’s good for taking the work you already do and making it go further. It is not good at replacing you. The people that have spent the last three years telling everyone it can outright replace you all stand to make a lot of money if people believe them.
It’s 95% hype right now. The bubble will burst and people will settle out again.
Just do it yourself then?
That’s what ends up happening
What was your process already? Just sit on the toilet and wait for ideas to come to you? Or did you do things like a brain dump or association exercises? I found AI to be very helpful and speeding up the process I already had and coming to my own conclusions faster. But if you don’t have a detailed process that you already follow, it may not help you as much. Because just asking it to give you ideas isn’t going to be effective. It can’t come up with new ideas. That’s not in its nature.
On the toilet, the dumps don’t come from my brain …
I do word association exercises, I align traits of the target to traits of the brand, I take the benefit and try to run it through a mental “insight filter” to get into an “empathy zone” in my mind in order to see where I can notice seeds of ideas, sort of like how a comedian comes up with material.
It can’t have original ideas. So yeah. Best you’re gonna get is either a copy of something good that already exists, a mashup of two interesting ideas that already exist slammed together, or, most often, a bad idea that makes YOU go, “hmmm. No, BUT!”
But if you just need bottom of the barrel ideas to fill a deck and appear prolific, it can give you reams of those.
You're supposed to give it ideas. Not the reverse.
I had an AI training recently where I learned the reason I think AI is terrible is that I don’t put enough energy into exhaustively explaining to it why everything it gives me is bad so it can learn to spit out better writing. I also learned that some people really struggle to write / concept certain things way more than I do. So I think the amount of time it saves you and the difference in quality is relative to how much talent and skill you have. AI is much more useful in the hands of a talented conceptual AD.
You might be gifted at what you do but not be able to explain your process. I’ve found creatives who are able to explain their process and articulate why something doesn’t fit the brief do much better with AI than those who naturally conjure fully baked ideas and don’t do as much iterating along the way.
I’ve found it’s better to look at it like it’s a suuuuuper junior writer where if you’ve got the right attitude you can find an idea to ‘yes &’ into something good.
Ask it for a bunch of headlines or ideas, like specifically ask it for 50 or 100, then take the ones you like, plug them back in, and explain what was working with those that weren’t working with the ones you didn’t share. Not kidding: treat it like a hungry young writer and make it WORK for you.
Exactly. So much whining and whingeing. AI is a tool. Learn how to use it, or grab a shovel. You’re going to need it.
You have to keep refining the prompts as you go. Be very detailed for each prompt. And sometimes AI just doesn’t get it right. AI isn’t human enough and nor will it for our type of business. It take a human to mold it. It’s just a tool. And fear not, AI won’t take your job unless you’re an Amazon sorter or the like.
What was your process already? Just sit on the toilet and wait for ideas to come to you? Or did you do things like a brain dump or association exercises? I found AI to be very helpful and speeding up the process I already had and coming to my own conclusions faster. But if you don’t have a detailed process that you already follow, it may not help you as much. Because just asking it to give you ideas isn’t going to be effective. It can’t come up with new ideas. That’s not in its nature.
I went to ad school and use methods similar to how Luke Sullivan, Bill Bernbach and Tom McElligott conceptualized their ideas. Just on the toilet.
Exact detailed prompts are everything. But, you have to have the idea in your head first.
Exactly. AI isn’t going to come up with the idea. But it could help to refine it to some degree. Maybe the best use of AI is for AD’s and images