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What are the risks – both business and human? Can AI be an inspiration and propellant for creativity, or is it simply a threat to craft?

These were some of the questions I was asked to debate at Campaign Media 360, specifically asking if the media industry should embrace AI with open arms, or if a more cautious approach should be taken? A huge subject for one debate, but here are my top takeaways from the day.

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The top four opportunities presented by AI

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Creativity

At its core, creativity is about problem-solving. It’s about the power of incredible ideas, craft, and ingenuity to improve something. AI is revolutionising how we solve problems. It's a tool that can unlock new dimensions of creativity, allowing us to express ideas in ways we never imagined. Despite the skepticism, when used wisely, AI can be a phenomenal enhancer of human creativity.

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Efficiencies

It’s not the first-time technological innovation has revolutionised work (time to dust off your knowledge of the 19th century Industrial Revolution). In this sense, AI follows the same path as past industrial revolutions in allowing us to automate mundane tasks and freeing us to focus on what we really excel at -- on the fine tuning, rather than heavy lifting. However, the key is to use these efficiencies to unlock our best potential, rather than just increasing productivity. 

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Human Connection

AI can help establish connections where human interaction is limited or impossible. For instance, platforms like Character.AI, which attracts millions of daily visitors, or Ukraine’s AI-generated spokesperson for the foreign ministry, demonstrate AI's potential to bridge gaps in human connection. Additionally, by reducing screen time through efficiencies, AI can give us more free time to spend together in person, fostering deeper human connections.

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Targeting

AI holds huge potential for targeting, from processing consumer insights to personalising ads at vast scale. However, the ethical question arises: how much targeted content do we want in our already noisy online existence? The responsibility lies with the advertising and marketing industry to use AI tools responsibly, ensuring they enhance rather than overwhelm our digital experiences.

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How can we mitigate the risks of AI?

The most dangerous aspect of AI is if we forget we are AI. At the genesis of every AI application is a human hand. AI is made from data. That data is us. We are AI. If we disassociate from our own role and responsibility in it. If we see AI as ‘other’ then we refuse to acknowledge how it is a mirror to our own selves, however uncomfortable.

If we find it dangerous or damaging, then this should be a wakeup call to the behaviours and biases that are dangerous or damaging in our societies and selves.   

As an industry, we must recognise our responsibility in guiding AI's ethical use. Just as we have an ethical responsibility to not perpetuate damaging stereotypes in advertising, if we as professionals want to leverage the power of AI in our work, we need to be mindful of how this is done. At House337, we have established AI Ethical Guidelines, and we urge all organisations to adopt similar frameworks. The use of AI must be values-driven, focusing on unlocking our creativity, time, and human connection.

To sum up, AI presents incredible opportunities for the industry. But it also brings ethical challenges that require careful consideration and proactive measures. We’re professional problem solvers and communicators – we should be using these skills to establish industry-wide regulatory boards, advisory committees, and ethical guidelines. Our goal should be to communicate these principles to the audiences we serve (both client and public), helping them to navigate the complexities of AI. By working together, we can strive to harness the potential of AI, while safeguarding our values and seeking a beneficial impact on society – and positive and progressive future for the industry.