Innovative tech is nothing to be afraid of, but it can be tricky figuring out where it is best utilized. We checked in with Juan Leguizamón, Executive Experience Director at Havas Germany, for a glimpse behind the curtain of how the agency integrates these tools into the creative process.
Does your agency encourage or deter the use of AI in your work? If applicable, how does your team integrate these tools into the creative process?
Not only do we highly encourage it, but we also demand our teams to challenge it. Although we’re very enthusiastic about embracing innovation with our creative process, we prioritize meaningfulness over technicality. With that said, we still explore and play with so many AI tools, but we get obsessed with pursuing ways to truly connect an audience with a brand in a way that is truly beneficial with the use of AI, rather than just following a trend.
We recently did a cool art exhibition here at Havas with only AI generated art, with the purpose to celebrate creativity and technology. We challenged every colleague (even outside the creative department) to submit their work and prove that creativity is for everyone and by everyone.
How does the accessibility of these tools affect the way it is used?
I’ve noticed a drastic increase of efficiency from our teams when it comes down to producing creative proposal for clients. Things that used to take ages to comp in Photoshop or hours that we spent searching on stock photography sites, can now be done with some simple prompting tricks. It is still challenging but less time-consuming for sure.
For me the benefit of working faster on creative proposals, is that we can spend more time conceptualizing or starting from scratch without sacrificing work effort. We still believe that there is certain craft that cannot be rushed or done through AI; therefore, we still rather do it with our human superpowers. So, keep it balanced.
As AI advances, how is the role of the creative redefined? In what ways do you see the landscape of creation changing/shifting in response to AI?
For starters we must change the stigma that AI will kill creative jobs and replace artists, which is the reason why some people resist it rather than being open to it. Let’s not forget when the first photographic camera was invented and how the art community freaked out thinking that paintings will be obsolete, and guess what? Artists still exist.
The way I see it, this is an opportunity to “democratize creativity” and expand the power of imagination to anyone and everyone. At Havas, some of our art directors are already coming out with copy and some copywriters are prompting better than the art directors. Even some people from the strategy department and even from HR are already comfortable at prompting and I’m happily surprised that they’re getting better than me.
If AI furthers its capability to create and think, what is a responsible way to use these new technologies?
Although it can get overwhelming to see how fast AI is growing, let’s remind ourselves that we’re just experiencing a mutual learning journey with AI. As much as we’re learning from it, AI is also still learning from us. The real paradox is how much are we willing to take or lose control of it.
Having that said, I’m more afraid of humans rather than machines when it comes down to how responsible we should be with these tools. Either way, this is still a learning process, and it takes a simulation or a rehearsal to see how this new way for creative evolution will unfold.
So, I’d say let the machines help us rehearse the creative revolution, as long as we just keep it a rehearsal.