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Over thousands of years, human creativity has arisen as an expression of our environmental influences and imagination. Storytelling is the basis of much of human creativity. It centres around making sense of what we experience. We shape these experiences (real and imagined) in unique ways to share them with others. That desire to create inspires all of us, and our modern age of technology gives us new tools to do so. Some of the tools speed our creation (reducing busy work and allowing for more meaningful development). Others guide us to learn about different perspectives. And still others augment our intelligence, and point us in new directions that humans alone may not be able to perceive.
Understanding AI Creativity
Artificial intelligence (AI) excels at all of the above that we mentioned, and more. Where it can be particularly helpful (and how AI is actually taught) is in recognition of details and patterns. Knowing how to do this allows AI to perform well, embedded into many applications. From assisting in making medical diagnoses (looking for healthy vs. diseased tissues, for example, from thousands of X-rays) to analyzing many types of large databases, AI is now a part of our daily lives.
AI is taught to analyze and can also create. It creates through interpretations and correlations of what it analyzes.
What does all of this mean for AI generated content?
The Strengths of AI in Content & Art
In only the last 3–4 years, AI has gotten exponentially better at writing paragraphs and whole articles that follow a cohesive argument from beginning to end. It began by producing simple sentences and descriptions. Human editors had to spend considerable time removing repetitive or unrelated wording. Today, AI in digital marketing involves user-friendly tools like Claude, ChatGPT and Grok to create well-researched content, complete with website citations. Another good marketing example is AI analysis of key phrases we want to be found for in our online campaigns.
In art, Midjourney, Runway, Kling, Stable Diffusion and others have advanced far beyond their early versions of a few years ago. Today’s art creation tools are used in sophisticated ways, such as in a human creativity experiment like a design challenge (creating 3D objects), video marketing and even filmmaking.
The ‘secret’ to AI evolution is improving the quality of the data sets that the tools have been fed to train on, plus increasing the tools’ abilities to learn and incorporate what they learn into their outputs.
What are the Limitations of AI?
Some people think they must understand AI through the lens of AI creativity vs. human creativity. When AI tools hit the mainstream (several years ago, when ChatGPT and Midjourney became widely available to the public), people often expected the outputs (a beautiful image, a complete article) to be perfect. Soon, people learned the limitations of AI. Perfection is not a human trait, and it is not a trait of AI. As people’s expectations adjusted, and as AI learned from better quality data, its value increased. It is now often viewed as an adjunct to human intelligence and creativity.
AI’s limitations are essentially parameters for use that we can benefit from. By using AI as a collaborative tool in our work, we can ask it to not only speed up processes, but give us new insights.
AI & Human Collaboration: The Best of Both Worlds
Many articles and videos discuss how AI is redefining human occupations. AI is already of great help in online marketing. We can create websites complete with images and content, coded by AI. Humans can adjust the code to customize the websites. We can use AI to research key phrases based on what people are currently searching for online. Then, we can use that data (along with human refinements) to help us align content with consumer queries. The argument of “is human or AI intelligence better?” fades away. All of these AI outputs boost our productivity; when we use AI as a tool, it becomes our collaborative partner. Instead of human vs. machine, collaborating with AI frees people to discover new frontiers of creativity.
How AI & Human Creativity Accelerate Marketing Success
Trek Marketing, long before the advent of AI, used tools to accelerate our clients’ marketing success. AI tools give us powerful ways to enhance digital marketing campaigns, from tapping into consumer behaviour and desires, to aligning content to these habits and patterns. Our goal is the same as tools evolve: Trek Marketing provides you with online campaigns that drive visitors to your website and convert them into paying customers.
Contact us now to take advantage of our free consultation (855.686.4649 ext.707). Learn more about how Trek Marketing can leverage human knowledge and modern technology to build and expand your revenue streams.
