It’s probably fair to say that AI is a polarising subject with plenty in the creative industries highly resistant to it, and as many within the client population highly receptive.

For agencies, AI can be perceived as real threat, with tools such as ChatGPT generating vast amounts of content at an unprecedented speed, and of course, at a fraction of the cost of a seasoned copywriter.

For clients, AI can be perceived as real opportunity, with tools such as ChatGPT generating vast amounts of content at an unprecedented speed, and of course, at a fraction of the cost of a seasoned copywriter.

But poor quality often comes at a real cost. A 2023 Stanford University report noted a staggering 2,500% surge in AI-related incidents and controversies since 2012. And the lack of respect for what is Legal, Honest, Decent and Truthful is partly why AI insurance premiums are predicted to hit US$4.8 billion within the next seven years.

The agitators would argue that the content generated is at best mediocre, and at worst, inaccurate or misleading. It’s even been accused of gaslighting SKY News! Indeed a recent BBC report suggests that over half of the content generated by AI is judged to have significant issues of some form. Assuming you trust the accuracy of reporting at the BBC that is.

There are other considerable challenges with AI. By its very nature AI can only reflect and report on what it knows and therefore while it is capable of repurposing, it is entirely incapable of original thought, at least for now.

The second challenge is that of authenticity and a demonstration of emotional intelligence; in my non-binary mind at least, two cornerstones of any great communication.

I am absolutely of the view that AI has its place as a research tool, one that can speed project times and enable marketing people to invest time in true strategy and compelling creative thinking. Used in the right way it is a valuable component in the marketing toolbox. But, when it is used without context and or care, blandly used to generate vanilla outputs, it can throw a spanner in the works and make any creator look like a right tool.

At Realia we work with clients that operate sophisticated businesses in complex industries. The drug delivery, construction and property insurance sectors are teeming with highly intelligent, deeply experienced, technical experts. They can view marketing as squidgy and unnecessary at the best of times, so their scepticism will be further fuelled by the generation of inaccurate, incomprehensible, uniformed fluff.

In my experience it is often hard to create advocacy for marketing in complex B2B companies. It is only by using emotional and market intelligence can we challenge the stereotypes and develop a realistic, motivating, actionable, understandable, consistent and deliverable value proposition that provides the basis upon which effective communication can be delivered.

As even ChatGPT itself proclaims, “we need to treat AI as a tool—not a replacement for human insight.” Only an agency with our real experience, real expertise, real insight and real intelligence can deliver such complex messages clearly and effectively.

I don’t pretend to be Einstein, Shakespeare, Van Gogh or any other creative genius, even if AI can make me look like one. But together, we can reflect the brilliance that resides in your business. To find out more about how we can apply our real intelligence to your marketing objectives, please do get in touch: paul.williamson@realia.co

And yes, I wrote this myself.