AI can make creative work quicker, easier and cheaper to produce. But without the right questions and controls, it can also make your brand less distinctive, less coherent and harder to trust, says Bob Mytton.
AI is already part of the creative process. It can help explore visual themes, generate imagery, explore ideas and speed up production. Used well, it gives those developing creative solutions a great tool and provides more time to think. Used carelessly, it gives organisations an enormous quantity of work that might look convincing but says very little.
For professional services firms, the risks are particularly significant. Your brand is built on expertise, judgement and trust. These are precisely the qualities that generic, inaccurate or unaccountable creative work can undermine.
Here are five pitfalls to avoid.
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