AI is fascinating, it’s undeniable!

But I observe with amusement this fascination with novelty that sometimes makes us forget the essential. A bit like children who discover a new toy: we play with it, we test everything, we explore every function…

Prompt here and there, ChatGPT here and there, Midjourney for everything… It’s fun, really! But is this really what we expect from creativity for marketing purposes?

But while we marvel at the speed of generating a visual or a text, aren’t we forgetting the essential?

First: WHY?

• What is the message to convey?
• What emotion do we want to evoke?
• What impact are we aiming for?

Next: HOW?

• What budget do we have?
• What are our deadlines?
• What are our constraints?

And finally: WITH WHAT?

• Can AI help us be more efficient?
• How can we intelligently integrate it into our process?

AI is a fantastic productivity lever, not a magic wand that spares us from thinking. A bad brief + a great AI = a great result… somewhat relevant.

Creativity is first knowing WHAT to say before knowing HOW to say it quickly.

And you, do you also see this tendency to put the cart before the horse?

#AI #Creativity #Communication #Marketing #Reflection