The author proposes an AI-enhanced creative process where AI and data work together to augment human creativity. This process, combined with agile consumer testing, can significantly shorten brainstorming, storyboarding, and risk mitigation times. The author also suggests that in the long term, new ideas won't even need to be brainstormed, as teams can use data from recent testing to understand what concepts are resonating with consumers, thus inspiring new ideas.
Key takeaways:
- Generative AI has the potential to revolutionize the creative process in marketing, turning brainstormed concepts into "minimum viable ideas" (MVIs) that can be tested with core audiences to validate the best ideas and understand areas for improvement.
- Consumer testing has evolved to fit more readily into a brand's creative process, providing benchmarking so brands can understand how their new ideas stack up to their best and worst.
- In the AI-enhanced creative process, AI and data work together to augment human creativity, not dictate it. Combined with agile consumer testing, brands can shorten brainstorming, storyboarding and risk mitigation from days or weeks to hours.
- Implementing AI into the creative process starts with auditing your current process for "now what" moments—points when there is an excess of new ideas but no clear front-runner for the best idea. Generative AI can be used to mock up these ideas and then review, refine and test them with consumers.