There is a lot of talk about Artificial Intelligence, a novelty that has quickly become a “non-novelty” filling the Linkedin walls (but not only) of those involved in communication.
The debate is composed of several hot topics: from ethics to the regulatory framework, from application sectors to the hypothetical cancellation of some jobs, up to the “deepfake” problem when it comes to the processing of videos and images.
We at Mentarossa have been carefully following the communicative hubbub that has arisen around the subject for some time, and before giving our opinion, we dedicated some time to studying AI.
We’ll be brief: we’re enthusiastic!
But how, many will ask, can this technology produce texts, generate images, tell stories, and you are not afraid that, in the very short term, it could put a communication agency like yours on the ropes? No, not at all!
Let’s start with an assumption: AI is a novelty and, as such, it generates fear and distrust. The new is unknown until one has the intelligence (precisely) and the patience to study it. Let’s think about photography, which was said to supplant art, only to become art itself. Or, again, let’s think about cinema. The Lumière brothers were considered heretics, “murderers” of theater and entertainment. And yet…
Artificial Intelligence is able to reproduce, analyze, and write in an increasingly precise way on the most disparate topics, but when it comes to creativity, using irony, perceiving the nuances of a brief made by an insecure client: what help can it really give?
Let’s go step by step.
Artificial Intelligence is the perfect solution for certain activities, mostly analytical and management-related. Think, for example, of market research, the management of advertising campaigns, the drafting of SEO-optimized articles for which, however, specific supervision will be required.
For all other activities, the intervention of a professional who knows how to “calibrate” content empathetically is essential. Certainly, Artificial Intelligence can provide interesting ideas for drafting a brief or for creating a storyboard that is as close as possible to what one has in mind. But true professionalism is something else.
For us, Artificial Intelligence is the “know-it-all” assistant we’ve never had, the assertive collaborator from whom you’ll never hear a complaint, the tireless colleague who doesn’t know irony and (rather strangely) is not at all touchy.
Of course, for it to give its best, it needs to be “educated” in a detailed way.
Precisely for this reason, it is not so much the reproduction of content that is the real strength of Artificial Intelligence, but rather the ability of the end-user to make the right requests.
In short, like each of us who in life has found ourselves managing a dialogue with a particularly demanding interlocutor, the secret is “knowing how to handle it.”
This is where a figure never seen or heard before comes into play, a new profession that will be talked about a lot: the “Prompt designer.” This is not the usual strange nomenclature, like one of the many that crowd the Linkedin profiles of this world, but the job of the future.
The prompt designer will be (or rather, already is) the one who will best be able to dialogue with Artificial Intelligence so that it is at their service and not vice versa.
In this case, it is once again the human figure that assumes a clear centrality.
It will be thanks to the specificities of each individual, to the ability to ask the right questions to Artificial Intelligence and in the most correct way, that a real difference can be made.
Because if it is true that the machines we use daily are all the same, the uniqueness of each of us, our ability to add value to every activity carried out, is equally proven.
The conclusion is easy: the future will still see Human Creativity at the center of the stage, there will only be a valuable ally more, that Artificial Intelligence which, willingly or not, will always be by our side.
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