Brands Need People, Not Prompts
“We want to be different…
…unique,
…stand out.”
Any version of that sentence is a lit fuse to the creative fireworks of a designer’s brain. Any version of that sentence is usually why you hire us; using our creativity, knowledge, talent and collaboration with other creatives to deliver a solution to a client’s problem are the professional moments we live for.
Finding the ethos of your brand and applying the most creative and effective means to communicate and stand out to your target market is why we exist.
In a world with ever-increasing options, being true to your product’s personality separates you from the crowd. Doing this well requires time, talent and training. As designers, we have an understanding of composition, color theory and ways of manipulating visual hierarchy to intentionally deliver or convey a message. As Creative Directors, we grasp the core aspects of your brand and how every piece of communication represents and reflects it. As humans, we appeal to the emotions that connect us, and how the ideals your brand represents fit into this equation. Artificial Intelligence does not.
AI cannot comprehend the multitude of sensations we feel when biting into a piece of fried chicken: the sound of the crunch when taking the first bite, and the warm flavor explosion that releases a flood of endorphins and dopamine that keep us coming back for more. The feeling of crispy crust on your hands as you break open a loaf of fresh baked bread; you see it release an aromatic steam that warms the cheeks just as the intoxicating smell fills your nose…these senses are distinctly human.
What AI can do is represent an idea, the same way, 100 times, for 100 different people.
It doesn’t understand the need to be an individual. It doesn’t know what it means to be human. A recent study performed by IAB shows 40% of Gen Z and 20% of Millennials now feel somewhat to very negative toward AI ads across the board. Consumers demand transparency, and often view AI-generated ads and content as being inauthentic. Using an agency with a human-centric strategy is a differentiator for your business and an advantage against your competitors.
Everyone has access to AI, the free version or paid, and anyone can ask it to produce an image, flyer or social media post. It’ll look like the last image the last person asked for. Duplicating every other product loses identity and connection, while the current consumer craves authenticity in the brands they support. AI has recognizable tendencies that disenfranchise consumers: it feels cheap, impersonal and transactional, when what consumers are craving is connection.
There’s one thing our client’s competitors don’t have. That’s an agency full of talented, trained human beings who understand all of this. Use us, because your competition doesn’t. Don’t post bland content; stay true to your brand and continue to be different…unique and stand out.
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