By Alley Mtatya , The Guardian
Will that creative space be taken though? No, but you need to atleast get on the job training, go to school to upgrade your knowledge on the matter at hand via training or some esthetic talent building.
The creativity part in you, it’s not going anywhere. Can it help? Oh yes it can. For example, you can talk to ChatGPT 4 this minute as a creative and you can ask it some questions that will inspire you to do things differently. You can also ask it to mash things up that you can sort of see in your head or mind to materialize or morph into a sort of a concept. It can give you that niche of an idea to build your creative on. That is what we call a gold nugget. That is how people communicate, and if you communicate with a large language model the same way, it will give you feedback. Yes, sometimes good and sometimes not good which is where your subject matter expertise is the most important part of the equation.
There is a saying, if you don’t know what you’re looking at, then you definetly don’t know but if you know what you’re looking at, you’re ahead of the curve. What about copywriting and copywriters, aren’t their jobs at stake? As we saw last year, copywriters, storywriters etc. from Hollywood and other parts of the world have been demonstrating against AI. Many of them have lost their jobs to AI.
I was fortunate to have met a young man from an agency from the western hemisphere and he mentioned that, in their agency they have reduced the number of writers that they had. A reduction of upto 80% of their writers. I can imagine a lot of people are now scared of losing their jobs to AI. He also mentioned that a lot of blue chip companies have been eliminating the role of Chief Marketing Officer (CMO), the likes of Starbucks, Johnson & Johnson, Craft and so forth. The reasons are very different, but I won’t go into detail on that.
That coupled with the creation of synthetic human as mentioned earlier, leaves me to wonder, is it possible to create a synthetic CMO? Generally, if you look at the role in a Marketing organization of a global CMO. If you break-up the key functions of a CMO say between, “the key decision-making points in the organization” and “the executional points in the organization”. “Where there are executional points in the organization, yes, they can be automated”, so the organization can be streamlined, he said.
Cultural leadership now is more important than it has ever been, because when you teach someone to do something in three hours that maybe used to take 30 days. That someone does not want to move on to the next project without getting paid. A good example, the Chief Executive Officer at his agency writes a thought leadership memo on the company’s newsletter every day or every morning for about 45 minutes just after getting up from bed around 6 am in the morning.
Then sends it to a proofreader for verification. With the advent of Di Vinci 3 which is pre-cursor to ChatGPT 3.5 so as soon as he got the API to this, his time to finish the thought leadership memo reduced from 45 minutes to 15 minutes. Less than half an hour a day, five hours a week that his saving which is 2 hours a week of his time and life saved. His 3 hours on Saturday on the memo went down to about 45 minutes. His getting back 5 hours a week of his life. 5 hours a week into a whole year, that is basically a full month of productivity measured and returned back. That’s just one task of the many tasks he needs to complete in a day as a leader.
If you look at that on a marketing perspective and say, where can I take my best people and crush it down. As a leader you need to ask yourself, how will you fiscally, psychologically and socially incentivize them to do much more work. They will be doing the work of two people with these basic tools.
Most people in organizations will hate these tools. Why? well nobody wants to work more for less, nobody wants to do more basically, and people are afraid if they demonstrate that they can do more for less will either be burdened with it because no one is leading them to believe otherwise.
Therefore, these tools also need a narrative to the stakeholders and the board members that this is a new error with a need for a new cultural understanding and a new social, psychological and business contract that needs to be made with the workforce. This is an augmented workforce. We now have AI co-workers and their capable of things humans are not. They will do things humans cannot do or do things humans can do and at a speed humans cannot match. We’ve had advances in technology, and we’ve lived through it before.
Alley Mtatya (pictured) is the digital marketing expert based in Dar es Salaam
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