From Tata Varela, CEO of Humo Rojo and President of Agencias Argentinas, on how agencies partner with Artificial Intelligence.
The major debates occurring in the business world always involve two letters that trigger a multitude of sensations, feelings, and opinions: AI.
To the potential replacements, the gray areas, the black-and-white issues of copyright, the confidentiality clauses, among others, we add the most subjective resistances, which are clearly part of who we are: people.
In the idea industry, we are experiencing this process in an intense, dizzying, disordered, yet transformative way.
It is becoming increasingly difficult to identify images generated by MidJourney or DALL-E, videos excellently “prompted” in Runway, and especially texts, where ChatGPT 4.0 not only solves, learns, and responds, but is increasingly replacing the verb “to Google.”
The interesting thing here is the combination of everything. Let’s see: a human who knows what a brand needs and combines multiple platforms to achieve a content result.
Stop. A content that doesn’t turn on cameras, doesn’t write on blank pages, doesn’t tune guitars or voices, nor does it stress about analyzing gigabytes of data. And this is where we begin to understand how those open windows in the browser or apps on our mobile devices become our co-workers, assistants, partners, etc.
Additionally, a separate paragraph for a term that is also a trending topic today, but only in technology: #ITERATION
The definition: It is a process of repeating a series of steps with the intention of getting closer and closer to a desired result.
Today, iteration happens endlessly in artificial intelligence to achieve the result that humans expect. However, iteration, since the dawn of humanity, has always been about doing, undoing, testing, questioning ourselves, and reformulating until we reach the outcome we desire.
The “comfort” of technology may be making us complacent, and all that we iterate with AI—are we doing it without its support? What role does talent play?
Some innovation, coaching, and marketing gurus talk about “turning a problem into an opportunity for improvement.” Reformulate to capitalize and transform positively.
That moment, with the help of AI, has arrived.
Published in Forbes PY
