What is your next big thing?

From a creative perspective, there’s huge pressure to come up with something innovative, especially with AI. There’s stress to understand new innovations and make them meaningful for the brand. At the same time, our briefs are increasingly complex, tapping into multiple business areas and the brand’s role in society.

This pressure has led to meaningful projects, like “Unfair City” for Dublin’s homeless charity, which used AI to tell a homeless man’s story while protecting his identity. In contrast, it has also resulted in high-tech stunts, like a virtual school by a frozen meat brand to combat misinformation.

Many of these stunts, while exciting, often lack humor. And to be honest, can fun even happen if the creatives aren’t having fun but feel pressured to deliver the next big thing?

In advertising, AI often feels like glitter. Just a way to make ideas look impressive in press releases.

Meanwhile, people are overwhelmed.

They’ve had their share of bad experiences with AI and technology. Their privacy breached repeatedly. Each new tech or platform requires figuring out how it works and whether it’s worth the hassle. They also worry about AI stealing their or their children’s voices and bodies for malicious purposes.

In this context, how many seriously toned AI-led brand stunts can people still get excited about?

So, where does this leave us, creatives?

Creativity needs space and fun. It can’t be forced. If your mind is consumed by stress, there’s no room for playfulness, the very essence of creativity.

So we need to learn how to work together with technologists. It can be a little intimidating for us; after all, most of us went to art school or just “fumbled” our way into the industry. While many technologists are high-achieving engineers from prestigious universities.

But I’ve noticed that we share one key trait: curiosity. When you put two curious people in the same room with a common goal, they will find a way to make it happen.

Sure, the technologist may not understand why our campaign needs a certain vibe, what the vibe means, or why it needs to be delivered in six seconds. But they can significantly relieve our pressure.

And as our pressure eases, the fun has room to rise.

Creating Marketing That Merges Tech and Human Creativity?

Enter in the 15th Annual Lovie Awards. We recognize work across the breadth of digital. Work is accepted in eight media types, including AI & Immersive; Apps, Platforms & Software; Film & Video; Podcasts; Marketing, Advertising & PR; Social; Websites & Mobile Sites, and Beyond.

Submit your work before the Final Entry Deadline on Friday, 27 June!