Artificial Intelligence, or AI, is a fascinating topic that cannot be avoided as it rapidly becomes more progressive, sophisticated and integrated within our day-to-day life. We brought together Gabrielle Robitaille, Associate Director of Digital Policy and AI Community Lead from the WFA, Maartje van Beek, Creative and Content Business Director and Len Borghuis, Motion Graphic Designer, both of APS, to discuss how the technology can realistically be used within your organisation, particularly within the creative process.
Hosted by George Smart of APS, the session saw these industry experts dive into all aspects of this revolutionary tool starting with some insightful research conducted by the WFA investigating how brands are currently using AI, where they are up to in their journey, and the main roadblocks to AI adoption.
At the time of publishing, of the companies using AI 84% say they are still in the very early awareness or development stages, with only 16% advising they are at a mature stage or further.
This shows there is still a tentativeness around this complex topic whilst brands are still learning how to navigate the risks, with legal concerns, upskilling and ethical concerns topping the list of apprehensions in relation to the technology.
For those businesses that have started to dip into the world of AI there are some extremely exciting developments into how it can aid the creative process, and it is no doubt transforming the marketing industry. Maartje presented some interesting use cases of how APS has used AI for both creative content and creative production, showing how automation can speed up repetitive tasks delivering efficiencies and saving resource for other creative projects that require a more human touch.
It’s not to say AI is perfect as there are still faults, it’s knowing how to work around these flaws and use AI effectively that can really give your brand a competitive edge. Len talks more about upcoming developments and trends, both good and bad, to give a fantastic, well-rounded insight into the way this technology is moving forward.
Here at APS, we thrive on innovation and aim to keep abreast of ever-evolving technologies to find the best solutions for our clients, enabling them to maximise efficiencies in both resource and budget. Our team will work with you to make innovative yet practical recommendations. Talk to us today, [email protected].
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