What does an uptick in AI adoption mean for the future of Talent?

One of the biggest buzzwords, and source of debate, in 2023 was Artificial Intelligence (AI). With the proliferation of ChatGPT, and subsequent tools, discussions on the validity of AI grew with it. The biggest concern… will AI replace humans?

Having worked in the marketing and communications industry for more than 30 years, I do not see this happening. From agencies to in-house teams to sole operators, there is something to be said about the human touch, and the creativity that comes with it, that simply cannot be replicated or replaced by machines. For example, no matter the client or workplace, time and time again I have seen how a creative can bring a concept to life in a pitch, with the excitement in their eyes and the (sometimes overzealous) gestures and movements that come with the passion of a brilliant idea, borne from hours of brainstorming, workshopping, and refining.

This is not to say that there is not a place for AI in our industry. With tools designed specifically to aid the creative process, I expect to see an increase of AI-related skills listed in job descriptions and on resumes. The trick is to examine the tools available and experiment with them to find how they best work for you.

It might be that you use an AI tool to expedite desk research, a previously laboursome task that can take hours, if not days, to do properly. Now, with the right prompt, it can be completed in mere moments. There are tools to consolidate multiple angles and opinions, give a jumpstart on creative direction, personify your target audience to see if your campaign will resonate with them – the list is endless.

Employees can use AI tools to ‘upskill’ by filling information gaps, streamline workflows, automate processes, or aid them in tasks that they previously may not have been able to complete independently. Not only does this expedite the time it takes to complete work and make an employee more efficient, but it also means that there is more time that can be spent learning new things, developing skills, perusing passions, interacting with new teams, and supporting an individual’s overall personal and professional growth.

The most exciting, and perhaps daunting, part of AI tools is that they are continuously learning, developing, and improving over time as they’re exposed to new information. To a certain extent, the industry’s creatives can help steer tools based on their inputs and outputs, a fascinating possibility when you consider that the teams around us today could be responsible for setting the trajectory for the AI of the future.

But, with every development, there comes potential barriers. The companies that are most likely to succeed are those with a deep-rooted culture that encourages development and adaptability, where teams are encouraged to try new things and permitted to ‘fail’ in the short-term in order to find longer-term solutions. AI adoption needs to be welcomed by management for successful implementation, with tools and training available to ensure it works hard for the business, without extinguishing the creative flame within employees.

There is a steep learning curve in adapting to use AI intuitively in your everyday, but with an influx of talent coming into the region (something I will touch on in more depth in the coming weeks), those who possess the skills to navigate AI tools and use them in their favour will set themselves apart from those who do not.

As individuals, now is the time to inject yourself in the world of AI so that you grow and develop with the tools, rather than resisting them. For those currently adverse to AI, there are small habitual changes that can be made with a small mindset shift to facilitate adoption, which, at the very least, can springboard creative thinking, aid in completing work faster, or capture and digest knowledge rapidly.

I am excited about the possibilities of AI and watching how the industry begins to shift and shape with it. AI has already started cropping up in conversations with clients and it will be interesting to see how it changes the face of recruitment over the next 12-months. But no matter what the future of AI holds and the benefits it can reap, I truly hope that the human side of the creative industry is never lost, and instead amplified, supported by culture-first businesses, and harnessing the talent we are blessed to be surrounded by.

Don’t let AI happen to you, BE part of it. Embrace it as it is here to stay!