We’re in the midst of a revolution in how brands use artificial intelligence for creative purposes. Where AI was once limited to tasks like translation, image recognition and data analysis, advances in generative models now enable AI systems to showcase true creativity through art, writing and design. This new wave of AI creativity is poised to radically transform branding and marketing.
The days where brands solely relied on human creatives to craft every visual, video, song or story are gone.
Now, AI tools can work alongside people, and for brands, this means an explosion of new creative possibilities at unprecedented speed and scale.
Need a thousand unique logo designs overnight?
No problem for AI.
Need a short story written to promote your latest product launch? AI can generate one for you.
Perhaps the most well-known example is DALL-E, an AI system from OpenAI that can generate images, drawings and design compositions from a text prompt. Brands are starting to leverage DALL-E’s abilities, using it to instantly spawn countless visual concepts for branding projects, campaigns, products and more. The results often surprise and are a delight to see, awakening brand teams to new creative directions they may have never considered on their own.
On the content side, AI writing models are creating blog posts, website copy, social media captions and other written works that help tell a brand’s story. Tools like Anthropic’s Constitutional AI and Anthropic’s Claude allow brands to prompt AI assistants on what to write about then review and refine the output, speeding up content generation workflows exponentially. I’m personally a big fan of Claude.
The writing may not replace humans altogether, but it does take over routine tasks so creatives can focus on more strategic initiatives.
As AI systems continue learning from massive language models and multimodal datasets, their creative abilities will only become more profound.
In the near future, it may not be uncommon for a brand to partner with an AI assistant that understands their goals, values and audiences intimately to continuously bring forth new creative ideas around the clock. Humans will still steer the ship, but AI will power the engines of boundless creativity.
For brands, this opens up a whole new landscape of opportunity to engage consumers in unseen ways. The new wave of AI has well and truly arrived to revolutionize creative branding.