Woolley Marketing: Artificial intelligence or more human intelligence?
In his regular column for Mumbrella, Trinity P3 founder and global CEO Darren Woolley questions whether if AI will be used to produce more of the same, or if we can force more compelling and effective communications.
If I read one more online article that tells me ChatGTP wrote this paragraph, I will yawn. I get it. AI technology has improved. And it will of course continue to improve. Okay, at this stage it does not appear to have developed the malevolent intent of HAL-9000 from 2001: A Space Odyssey. Not that you would know from the doomsayers of the marketing and advertising world who are proclaiming that AI will take over the industry.
AI is a technology tool. An application to make human beings more productive and more creative. It is an enabler, like most technology, that is designed to provide the user with enhanced capabilities. Be it more creative. More productive. Or more interesting.
Take ChatGTP – just one of the hundreds of AI tools that have appeared. Using it, you quickly realize the quality of the output depends on the quality of the prompt to which it responds. Likewise, the images that are generated by DALL-E 2 or one of the many available.
