As JKC Account Director, I am acutely aware that I am very much not a writer.  

However given how passionately I feel on this topic, I offered to pen this next blog in our series.

As you may have seen, AI has been getting a lot of attention lately. Most of that has been negative or alarmist, particularly in how it concerns the creative industries.

Recently, writers and actors in America were striking over many grievances, one of which was the use of AI.

The most prominent and widely documented concern is the potential for AI to eliminate the need for humans when it comes to creating content. Some fear it will render creatives obsolete, and agencies like ours would serve no purpose.

In addition, there are also concerns that we will lose human creativity and originality, and that content will lack emotional intelligence.

But is the future as bleak as it sounds? And what will that mean for our agency and our clients? 

The answer isn’t simple, but there is one thing of which I am certain, and that is AI will never replace the added value that humans can offer.

That’s because our strength lies in our approach to marketing. Here is where the difference between us and AI becomes clear.

We create content, but the process is much more nuanced than that. We spend hours talking to you, learning about your business, finding out why you do what you do, who your customers are, and why they buy from you (or don’t!). We talk to your staff, to see how your business runs on an operational level. In short, we gather a huge amount of information on you… and where you want to be. 

What does that information tell us? It informs us how to talk in your voice, whilst attracting the type of business, and customers you want. It supports us when planning your marketing output, no matter what level we’re working at with you. Be it creating a monthly program of social media posts, to a full spectrum marketing plan, our bible of you is the most important thing we have. 

Ah-ha, I hear you say, I could just take all of that, and put it into AI and it would do that for me. And you aren’t wrong. You can do that. I have done that. But what I have continued to find, is that AI is not yet sophisticated enough to understand the human touch.

Its capabilities lie in processing large volumes of data, spotting patterns, recollecting information and diversifying content. And repeating it. What it can’t do is understand you. All that important and wonderful information about you will simply be reflected back to you, but it can’t yet be given that magical treatment, converted into exactly what you want to say, in the right voice, to the right people. 

That’s where we come in. We treat AI as an additional member of our team. We know how it works, how to carefully craft the right input, and how to get best from it. So rather than replacing what we do, AI becomes a helpful supplementary tool.

The key for me is in the title of this blog (dammit, I knew I should have been more mysterious). We incorporate AI into what we do to streamline our processes and give our clients the best possible versions of ourselves.

As I said at the beginning, I am probably the one who feels most passionate about AI. Because far from being something to fear, I genuinely feel AI can be a tool that enhances what we, as an agency, can offer you. 

To find out more, get in touch with our team. We promise you’ll chat with a human.