Can Artificial Intelligence be creative? This is a question that companies are rightly asking themselves these days. Everywhere, experiments and self-tests are being conducted with tools like Midjourney, ChatGPT, and others. The latest experiences are encouraging—or even frightening—depending on your perspective. The fact is, generative AI is enabling the production of more and more content at an ever-increasing speed. And not just quantitatively, but also qualitatively, the output of AI is steadily growing.
With more possibilities come higher expectations. Consumers particularly desire relevant, tailored, hyper-personalized content from their favorite brands. But who ultimately decides on the generated content, the safety aspects of using AI, and the brand conformity of AI-generated content? Hopefully, it’s the human! With advancing technology, more and more questions are being raised within companies that need thoughtful answers. It is no wonder, then, that the increasing possibilities thanks to AI can lead to overwhelm among employees, or they may simply feel left alone with these questions.
So, how can companies successfully and brand-compliantly leverage the options provided by AI? Quite simply: with the right strategy and the right culture, AI can become a success factor, even a game-changer. The ability to use, curate, and shape AI requires new skills, mindsets, and a new kind of collaboration from teams and employees—even with the AI itself. By leveraging AI, we free ourselves from “busywork” and gain more time to do what we, as humans, want to do most: be creative, find solutions, take responsibility, and create security.
Even with a very conservative forecast on the use of AI in companies, one thing remains clear: with a proactive attitude towards artificial intelligence, we will better tackle future challenges than with an avoidant attitude. Because the fact is, we cannot avoid the future; we can only shape it as best as possible. With our Future:ready program, we help teams understand the possibilities of artificial intelligence, evaluate them, and develop a new culture of collaboration, including with AI.
