Riding the AI Wave: Making the Most of Technology to Boost Productivity and Creativity

In the ever-changing world of consumer packaged goods (CPG), my interests have centered on brands, consumer behavior, behavioral economics, and the fascinating field of artificial intelligence. What fascinates me the most about this scenario is AI’s ability to boost efficiency and innovation.

AI: A Driver of Creativity and Efficiency

AI is more than simply a tool; it is a revolutionary force for innovation that complements rather than replaces human intelligence. AI will significantly impact the workplace and the roles of those who work in creative fields. Many people I meet with discuss the bounds or limitations of AI, pointing out where it falls short of expectations. This justifies their lack of uptake.

I am encouraging everyone on my team to actively pursue AI’s possibilities. I understand the worry, particularly among creatives who are concerned about AI intruding on their area. However, I am confident that AI will become a fundamental element of future jobs, and those who do not use it will be replaced by those who do.

Demystifying AI: Bridging the Unknown

This is a surge of change, a tsunami, and we have a choice: will we be overwhelmed, pass it by, or embrace it? I propose we all ride this wave by rolling our sleeves, experimenting, and adopting AI tools. Consider this: hardly no creatives today work with pencils; instead, they use technology to boost their work. AI is just the next stage of technical evolution.

I understand there is a huge difficulty in change management. Not only is this technology novel, but it promises to perform tasks for which we are compensated and consider ourselves adept. Because of the persisting uncertainty, I believe in finding those who are investigating AI’s possibilities, praising their achievements, and motivating others to follow suit by paying early adopters.

Today’s AI applications

In our marketing department, we use AI for a variety of tasks, such as copywriting, picture development, brainstorming, mood boards, metadata tagging, and storyboards. Mood boards, for example, are visual collages that help to convey the ideal aesthetic and emotional tone of a marketing campaign. Prior to AI, generating them was a laborious human process that involved conducting extensive searches for suitable photographs, sorting through actual samples, and arranging them to express a unified vision. This method is now more streamlined, allowing for speedier iteration and exploration of many creative possibilities.

Before AI, copywriting was a laborious and time-consuming process of thinking and creating multiple iterations to discover the most captivating copy. AI-driven copywriting saves time and generates a plethora of creative choices, allowing us to choose the most effective content for various audiences and scenarios.

Georgia Pacific’s AI projects extend across numerous brands, and their impact is substantial. The tiny team responsible for these duties can now handle a far larger burden, resulting in a more agile and responsive marketing organization.

Goals and Challenges

Looking ahead, we are focused on adoption and experimentation. The tools are only becoming more advanced, so we must continue to study and test. We designed techniques to track our progress. We use tools to track our usage, throughput, and quality, comparing timeliness and content quality to the agencies that our clients have typically used. We are committed to increasing efficiency while improving creative quality. We are looking for tools that will allow us to quickly analyze creative concepts before they are released to the market, ensuring that our messaging is personal and real.

AI’s Impact on Business and Customers

AI is already transforming our business and improving customer experiences by personalizing interactions and better predicting client demands. For example, we use tools to generate search-engine optimized copy for certain content platforms, and eye-tracking models to improve text saliency, messaging hierarchy, and brand consistency in our creative. This has led to more engaging and customized customer experiences.

We know that this is merely the beginning of our adventure. While some solutions might provide quick results, the true value will come from empowered individuals who embrace tools and refine processes over time. This shift in emphasis stresses laying a solid basis for AI integration rather than pursuing the newest, shinier goods.

Our firm plans to expand its use of AI in predictive analytics for market trends during the coming year. We anticipate obtaining insights into new trends, consumer preferences, and market dynamics by leveraging its ability to analyze large datasets, ultimately allowing us to bring more work in-house, reduce dependency on external partners, cut costs, and boost effectiveness.

The future of marketing: AI’s role and problems.

Over the next five years, AI will transform the marketing sector, altering the roles of numerous people. Some positions may be eliminated, while others will adapt to better equip individuals for more inventive responsibilities. The rapid growth of language models, which outperform human capabilities, will increase the temptation to do more with less.

Creative AI, while somewhat gimmicky now, will boost creativity and innovation. While the sector highlights the value of human innovation in exploring the unknown, the typical person should be concerned about the changing terrain.

Adapting to this transformational age is both exciting and hard, with limitless chances for individuals at the top of their creative game. The key challenge is to fully realize AI’s potential and effectively brief it, which is an essential component of modern creative work.