As with everyone, but perhaps particular to creatives, I’ve been trying to figure out the best way to incorporate AI tools into my work. There’s a lot to be said about AI and its impact on the planet and people, but this is a post about tools like ChatGPT and Word Kraft and their value specific to copywriting, core messaging, and brand strategy development.
When the “thinking” is removed from Design Thinking
As a practice Design Thinking is a reliable framework for creative development of any kind. Recently, when using AI tools I’ve experienced a kind of dissonance where I end up with → “Ack! This copy doesn’t sound like me and I have to start from scratch.” I think we’ve all been there. It starts innocently…I could really use help with this line, and this word, okay now this paragraph. Make some small tweaks, put back into the prompt, combine with other results, find a better synonym, and then run it all through the prompt again.
This method is really a different mindset than writing it yourself and just finding better words in a thesaurus to make it punchy. You can feel that your brain is just functioning in a different way because it is fundamentally different than writing it yourself and wholly owning the “thinking”. My observation is that there’s a certain point when AI is giving you answers that you end up with some kind of Frankenstein, Salesy-Robot speak. Unfortunately, the answer is not to put it through the prompt again. You gotta reset.
The overarching problem is slipping into this AI rabbit hole that doesn’t result in human, thoughtful, meaningful content that expresses something new. No matter how close it is to some other copy out there – when you write it from scratch and do the work – it is a uniquely expressed idea or thought. When using AI too much it becomes a creative crutch, in which I am no longer actually “creating” something.
Is there a balance to be struck?
AI is changing the world and everyday it seems like there’s something new to consider. My IG feed is filled with ads offering some sort of AI-related service or product. Also, you may have seen this interesting Harvard study about students and AI usage: Students Are Using AI Already. Here’s What They Think Adults Should Know. I’m aware of companies getting burned by using AI for creative development and then needing to get work redone for the very reasons I described above. This makes me think of the phenomenon called “model collapse” in which AI “trains” on AI-generated content, resulting in significantly declining quality of output.
Either way AI is here to stay in some capacity, so the question for myself is how can I best use it to further the quality of my work and build up my creative capacities. What is the current correct balance that keeps me from going down the rabbit hole of cognitive dissonance.
For now, less is more
You may have guessed by now, but I plan to intentionally limit my use of AI and perhaps learn new methodologies for being creative outside of AI – force myself to figure it all out with a few synonym look ups here and there. Because at the end of the day, I know that this is the best pathway to creating compelling, purpose-driven work.
My approach may change over time, but I’m hoping that with a continued commitment to problem-solving and helping people that we find meaningful ways to use AI to be better creatives.
Note: No AI was used to create this post. 🙂
Cheers,
Heather