For years, AI has been discussed as a revolutionary solution for everything from dinner menus to marketing campaigns. But is there a risk of losing our individuality and human expertise in the face of this technological wave?
The internet, especially social media, bombards us with an information tsunami. Standing out in this crowd feels like a never-ending battle. The answer isn’t just simply using more apps but it’s seeking and trusting in the right specialist.
Last August, I wrote a blog about Human touch vs Artificial Intelligence. This time, I wanted to check with an expert, creative agency leader, about how widely used this technology is by companies, and how AI changes the creative landscape.
According to Adam Villasi, CEO of Pixel Lion: “The huge number of AI platforms overwhelms people. They have lack of time and patience to choose the best ones, so they need to get some support and the best is when an expert can provide valuable and trustworthy information about all these technologies and opportunities.”
Industry experts attending the Big Data and AI World conference at the end of May in Frankfurt, Germany, had similar concerns. Many say “AI is a bubble”, it’s a great technology for speeding up tasks but not replacing human value. While AI-generated images like the once from Midjourney look good at first sight, they lack layered complexity and they do not operate with vectors, which are necessary for professional modifications. So, it seems that a human graphic designer remains crucial for high-quality work.
AI can accelerate tasks like logo design, making it tempting for cost-conscious businesses. However, the quality gap between AI-generated and human-crafted work is significant. A professional designer’s expertise is worth for the investment – especially for selling high-quality products and services – considering the potential financial consequences of poorly-made logos.
The pandemic highlighted the rising cost of digital expertise. Smaller companies tend to lure AI’s cost-saving promises, and often overlook their limitations. AI can make things smoother, expedite processes, but it can’t solve everything.
Websites, the cornerstone of businesses, are increasingly built using pre-made templates. While they offer quick and easy-to-edit solutions, a lack of professional knowledge can lead to frustrating outages and error messages, which is not acceptable, when the business generates business directly on their website.
Similarly, companies are turning to ChatGPT to write website codes. This often results in costly mistakes requiring professional intervention later. An experienced programmer could have prevented these issues and facilitated future development at a lower cost for long term.
Search engine optimization (SEO) is another area witnessing a shift from simple PPC campaigns towards content generation, like blogs and podcasts. BASF the German chemical giant successful podcast “ELEMENTary” exemplifies this trend, focusing on education and value creation.
AI tools like ChatGPT and Google Gemini still have some place for improvement when it comes to generating high-quality content. Their outputs sometimes are emotionless, lacking depth, and riddled with inaccuracies.
The same applies to visual content. While free website builders and AI-powered design tools are constantly popping up, even if we see that Gen Z produces tons of social media content daily, they are not yet as deeply involved in AI technology as we would expect.
“These tools are great for simple projects and quick fixes,” explains Villási, “but AI has not replaced expertise yet.
The future lies in human-AI collaboration. AI acts as a powerful tool, but it cannot replace the human touch needed for complex tasks and creative endeavors. The key to success lies in mastering these platforms, asking the right questions of AI, and leveraging its capabilities to enhance, not replace, human expertise.
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About the author:
Let’s make things #zSofisticated!
Zsofia Raffa is a global digital marketing strategist with a journalist’s heart! With over 15 years of rocking the marketing world, she’s helped brands like Kodak Alaris, NVIDIA, Black Rock, and Lufthansa to shine digitally.
She’s all about turning data into stories that wow. As a regular newspaper writer, Zsofia knows how to make numbers turn into capturing attention. LinkedIn is her special field – she’s mastered the art of social selling, lead generation, and turning employees into brand ambassadors.
